ING Bank - ING Hotel
Information
Campaign: ING Hotel
Brand: ING Bank
Client: ING Bank România
Submitted by: CAP
Second Agency: Mullen Lowe Profero
Third Agency: MSL The Practice
Media Agency: Zenith România
Brand: ING Bank
Client: ING Bank România
Submitted by: CAP
Second Agency: Mullen Lowe Profero
Third Agency: MSL The Practice
Media Agency: Zenith România
Background/Objectives
Strategy
Results
Background/objectives: ING’s purpose was to gain awareness and consideration on a category (salary card) very appealing but with deep-rooted, unfavorable customers’ habits, by using as weapons a competitive price offer, positive image and smart communication.
Strategy: The creative solution was to transmit this idea: if you bring your salary to ING you are the guest of a 5 stars hotel, but you don’t have to pay anything, suggesting that at ING clients benefit not only of 0 costs, but also of quality and high service.
Results: The outcome: exceeding all sales objectives and good performance for key campaign indicators.
TV
Spot 1
Spot - Swimming Pool
Spot - Room Service
Online
# 1 Online Branding ING Hotel
#2 Online Landing page ING Hotel
#3 Online Banner ING Hotel
Outdoor
#1 OOH Busshelter ING Hotel Pillows
#2 OOH Busshelter ING Hotel Towels
#3 OOH Mesh ING Hotel Bath Gown
Radio
#1 Radio ING Hotel Room Service
# 2 Radio ING Hotel Talking Salary
#3 Radio ING Hotel Sad Salary
# 1 Print ING Hotel Poster Toiletries
#2 Print Door Hanger ING Hotel
#3 Print Flyer ING Hotel Breakfast
Others
#1 Other ING Hotel Special Bus Station
#2 Other ING Hotel Window Office Decoration
#3 Other ING Hotel Social Media Activation
