ING Bank - Save Your Time
Campaign: Save Your Time
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising
Background/objectives:
Pressure was mounting on the lending market, but ING set very stretching objectives for its personal loan campaign: 1099 million RON sales (47000 loans sold until EOY), with 20% average digital share (up from 7% before the campaign).
Strategy:
Instead of saying we care about client’s dreams, we chose to be more relevant saying we care about his time. So, we presented time as a fragile little thing, threatened by many dangers. Whenever it is in trouble, you can save it - with a little help from ING.
Results:
In terms of volumes, we exceeded our objective with no less than 70%. The share of Digital Loans more than tripled as we reached 23% in December. Overall, ING Bank had 23% YOY growth on loans (vs. the market’s 12.4% YOY growth).
TV
Radio
Outdoor
Digital
Other
