ING Bank – Do What’s Best For You

ING Bank – Do What’s Best For You Information Campaign: Do What’s Best For YouBrand: ING BankClient: ING BankSubmitted by: Headvertising Background/Objectives Strategy Results Background/objectives: As the competition closed in, ING Bank had now only a “parity product”. Still, the bank kept the same stretching objective: 120 000 new salaries at the end of 2018. Strategy: Romanians tend to follow what their peers are doing. Luckily, there’s one thing we hate more than risk: we can’t stand to appear ridiculous. So we told people “crowds behave ridiculously inefficient” and we urged them to break free from the “ridiculous crowd.” Results: We achieved 139 000 new salary clients; that meant an unprecedented 16% increase vs objective, that also translated in a 18,6% market share increase for the bank, as it grew from 11,8% to 14%. TV https://youtu.be/lGl3HC7P6R4https://youtu.be/kTXl0xQovcM Radio Outdoor Digital https://youtu.be/6XQ3urAGneUhttps://youtu.be/AdkqfSgUIychttps://youtu.be/aADihRZ42U4 Other back to winners