ING Bank - Advice Marathon

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  • date post

    01-Nov-2014
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    Business
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A TBWA\ Amsterdam case for ING Bank. Using an interactive platform to promote the brand and generate leads.

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  • 1. ING Advice marathon A cross-media campaign and an online platform to position the ING brand and generate leads INTERACTIVE PLATFORM
  • 2. Objectives
    • Promote the brand image of ING
      • focus on advice (the client-adviser relationship)
      • approachable, reachable
      • the bank that thinks about the same things that you think about
    • Generate leads for advisers as a basis for sales in all product categories
  • 3. Strategy
    • During a period of 100 days , ING will give you advice and promotions that will give you short-term benefits and long-term return on your investments.
    • This campaign is called ING advice marathon .
    • An online interactive platform underlines the fact that ING advisers are available for appointments with consumers at all times.
    • A cross-media strategy will generate a continuous stream of traffic to the online platform.
  • 4. Interactive platform TV radio email print banners pos DM
  • 5. Creative work website homepage
  • 6. Creative work meet the advisers
  • 7. Results
    • The campaign was highly succesful:
    • Targets for investment category were met within two weeks.
    • Targets for savings category were met.
    • Target for the number of appointments was met.
    The number of visitors to the ING Bank website www.ingbank.nl doubled during the campaign.
  • 8. Contact
    • For more information, please contact: Dirk van den Bosch [email_address]