ING – ‘Advice marathon’

A cross-media campaign and an online platform to position the ING brand and generate leads

INTERACTIVE PLATFORM

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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

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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.

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Interactive platform

TV

radio

email

print banners

pos

DM

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Creative work – website homepage

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Creative work – meet the advisers

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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.

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Contact

For more information, please contact:

Dirk van den Boschdirk.van.den.bosch@tbwa.nl