ING – ING Young (On their own account)

To introduce our new customer value proposition, Family Banking, we launched our kids account, ING Young. We used ING Young communication to spark an important conversation about a delicate and emotional process in parent-child relationship: growing up. We positioned our product as a tool for connection between parents and kids, making the natural negotiations for independence that take place in any family smoother and more equitable through strategically framed product-features in a light-hearted and relatable way.