ING Bank - Do What’s Best For You
Information
Campaign: Do What’s Best For You
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising
Background/Objectives
Strategy
Results
Background/objectives:
As the competition closed in, ING Bank had now only a “parity product”. Still, the bank kept the same stretching objective: 120 000 new salaries at the end of 2018.
Strategy:
Romanians tend to follow what their peers are doing. Luckily, there’s one thing we hate more than risk: we can’t stand to appear ridiculous. So we told people “crowds behave ridiculously inefficient” and we urged them to break free from the “ridiculous crowd.”
Results:
We achieved 139 000 new salary clients; that meant an unprecedented 16% increase vs objective, that also translated in a 18,6% market share increase for the bank, as it grew from 11,8% to 14%.
TV
Radio
Outdoor
Digital
Other
