ING

Staying Young, a Matter of Spirit

Alice Masurel, Benoit Pirotte

Digital Channels

Finance Connection - 23 June 2015www.ing.be

• ING Belgium, who are we

• ING and Selligent, the story

• Focus on 3 projects:

• The Summer festivals 2014

• Solidarity Award

• Foot and Music platform 2015

• Q&A

Summary

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• ING.be, Belgian division of ING international group

• Perceived as the innovative bank.

• Our ambition: Anticipate the needs of our clients, and become their privileged partner.

• Universal bank: direct service wherever possible and advice where necessary.

• Strategic approach: “Click, Call, Face”

ING Belgium - Who Are We?

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ING Belgium and Selligent

• Almost 10 years of collaboration

• Development of campaign pages, promo-sites and content platforms

• Sites developed by a dedicated team at Selligent

• Focus on 3 projects:

Summer Activation Campaign

Solidarity Awards

Foot & Music platform

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The Summer Festivals

• Bank: Service provider

• Service: Free & Easy Online Current Account

• At Festivals: Free & Easy services answering the needs of the people

The challenge of Summer 2014

Part of the ING Strategy: Sponsoring Music Festivals

• “Free Festival Favours”:

• Free Lockers

• Free mobile phone-charging lockers

• Free Parking

• ATM

• Field Experience

• Video-animation

• Photoball

Concept Summer 2014

Pre-registration via

website

Emotional bond:

Festival Souvernirs

It was Summer 2014….

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Homepage and festival page

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Free services and souvenirs pages

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Data collection

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On the field

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Online: contest flow

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Online: contest flow

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Online: parking flow

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Voucher automatically generated by

the site

• Results:

• Uplift in sales

• Uplift in brand awareness

• Uplift in brand consideration

• Postive impact of ING image

It was the Summer 2014….

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ING Solidarity Award

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Major action of our Corporate & Social Responsibility policy

Large contest dedicated to all Belgian non profit organizations

The contest has two axes through which Belgian NGO’s can:

Upload their logo and describe their organization on the ING website.

Goal: collect the most votes from the public « Public online

vote » and have a chance to win 1.000€.

Submit a project on the ING website.

« Jury vote » decides which 10 projects will be extra rewarded

with prizes from 2.500 EUR to 10.000 EUR.

Public

Votes

Jury

Votes

Campaign – The concept

A successful concept:

Initiated first in Luxemburg and Germany

3rd edition 2015 in the works

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Campaign – Why, What & Who

Mission of ING to help society grow : strengthens our corporate social responsibility policy

Support the voluntary sector

Reinforces ING’s presence in local communities

All Belgian NGO’s, whatever their size or activity, clients & non-clients

1 Why this project?

3 Who can participate?

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Awareness for our Corporate and Social Responsibility policy: ING goes beyond economics & is a

social driver in society

Community support:

• We want the local associations to be supported by the community thanks to ING

• We want to support specific projects that help society grow

What do we want to achieve?

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Communication channels Direct communication

ING channels

• ing.be

• Home’bank banners

• Posters in branches

• Newsletters (Private Banking, Personal Banking)

Press

Social Media

Internal Communication

• E-mailing

• Intranet

• Screens in main buildings

• Buzz

• Quick News, Retail Newsletters, InfoMana

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The site developed by Selligent

Homepage Subscription

flow

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Voting flow Voting flow

The site developed by Selligent

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A successful initiative!

1435 participating associations have gathered over 250.000 votes

after intensive campaigns on the internet.

Each of the 55 associations selected by internet users won 1.000

euros.

Among 659 projects submitted, the Jury rewarded 15 associations,

with prizes from 2.500 to 10.000 euros.

Public

Votes

Jury

Votes

Results of the campaign

Initial objectives were to attract 200 to 400 participating associations, 100 to

200 submitted projects and to collect 75.000 to 100.000 online votes.

We achieved more than expected:

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Results of the campaign

• Total number of visits on the website www.ing.be/solidarityaward

Subscription flow Voting flow

15.565 641.563

• Online:Almost 25.000 clicks registered to the website

Almost 13.000 clicks delivered for the display bannering

• Positive feedback from the press was unanimous

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• Participating associations shared the ING Solidarity Award contest on their website or through their contact mailing list during the voting period but also before and after the awards ceremony.

• Mobilization on social networks through ING :

– From the contest website: almost 4000 Facebook shares

Results of the campaign: Mobilization on internet & social media

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Video: 3 winners (‘project’ category)

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Foot & Music platform 2015

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Concept

• New platform is available since the 4th of June 2015

• Regroups foot & music events in Belgium

• Fully responsive website

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Site developed by Selligent (desktop)

Foot Music

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Site developed by Selligent (responsive)

Foot Music

Questions?

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