Flip it. Give it. to the Warmste Week.

Today, our phone already says a lot about who we are. For the past few years, the back of our smartphones has become a true space for personal expression, where countless stickers display our tastes, values and identity.

It is also the simplest and safest payment tool for Belgians, thanks to the Payconiq by Bancontact app. This year, Payconiq by Bancontact is therefore using this visible space to let people show their support for De Warmste Week.

In this context, Payconiq by Bancontact is offering a sheet of phone stickers, including the “de vlam” sticker, designed to be placed on the back of a smartphone. A way to show support for De Warmste Week, but also to become a true walking donation pot.

With this sticker, the activation builds on a well-documented phenomenon in behavioral economics: the house money effect. People do not perceive money in the same way depending on its origin. A sum that is expected but not yet actually received is psychologically considered “unearned.”

According to Thaler & Johnson (1990), this money, “mentally available but not yet fully integrated,” can be reallocated more easily, without creating a sense of loss. Redirecting a reimbursement toward a donation then becomes a natural gesture, with no emotional cost.

In practical terms, this means that the next time you ask a colleague to reimburse you for yesterday’s lunch sandwich, instead of showing your usual QR code, you can simply show the QR code that supports De Warmste Week.

A simple way to divert a popular everyday gesture and turn it into a visible, collective and contagious act of solidarity, especially since the sticker sheet was ordered more than 4,000 times on the very first day.

And that’s cool.

Credits

Client : Payconiq by Bancontact

Contacts : Jonathan Romain, Catherine Hijazin, Christophe Decoster

Agency : Air ​ ​ 

Creative Director : Creative Council

Creatives : Edouard Coune, Anouk Lemm, Arnaud Bailly

Strategic Director : Michelle Defooz ​ ​ ​ 

Client Manager : Georgia Vandenberghen, Juliette Defoux

Designer : Boris Delire

Producer : Bérengère Lurquin

Director : Sasha Ferri