ING Bank - ING Yes, you can
Campaign: ING Yes, you can
Brand: ING Bank
Client: ING Bank România
Submitted by: CAP
Second Agency: Mullen Lowe Profero
Media Agency: Zenith România
Background/objectives: ING wasn’t perceived as a loan bank. For years, it drove customers away with risk-based pricing and restrictive eligibility criteria. Now, it had to work on image and consideration.
Strategy: The only weapon we had: the almost instant granting of loan, facilitated by a market opportunity.
The creative solution had to enhance brand image, outline relevance and customer experience. The key instrument we used was the empowering “Yes, you can”, in a series of sketches taking place in a surreal ING Office.
Results: The outcome: the all times record sales of ING loans, outstanding brand performance.
Outdoor
#1 TV ING Yes, you can. Jaw and Honeymoon
#2 TV ING Yes, you can. Jaw and Hunters
#3 TV ING Yes, you can. Jaw and Stork
Online
#1 Internet Advertising ING Yes, you can Banner
#2 Internet Advertising ING Yes, you can Contextual Banner
#3 Internet Advertising ING Yes, you can Geolocation Banner
Radio
# 1 Radio ING Yes, you can Jaw
#3 Radio ING Yes, you can Wedding
# 1 Print ING Yes, you can Poster Wedding
# 2 Print ING Yes, you can Poster Hunters
# 3 Print ING Yes, you can Flyer Jaw
Outdoor
#1 OOH ING Yes, you can Xmas
#2 OOH ING Yes, you can Jaw
#3 OOH ING Yes, you can Stork
Direct Mail
#1 Direct Mail ING Yes, you can Car
#2 Direct Mail ING Yes, you can Jaw
