ING Bank - The Playful Bank
Campaign: The Playful Bank
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising
Background/objectives:
As it planned to pursue a growth strategy, ING Bank had to come up with a way to appeal to “mass” clients while still not alienating the affluent clients that joined for its “smart, special club” positioning.
Strategy:
But to keep both sides happy, we have to do 2 things: always feature very simple situations and very clear messages so “the mass public” will feel it very relatable and “easy to get”. And always balance this by being consistently “yummy” on the visual side of things, so the “specials” will still like our club, because it looks very special and different.
Results:
Between 2016 and 2018, ING Bank’s number of active clients grew 49%. Even more impressive, ING’s personal loan market share grew 70% and its salary market share grew 73%.
TV
Outdoor
Other
