ING Bank - Advice Marathon

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A TBWA\ Amsterdam case for ING Bank. Using an interactive platform to promote the brand and generate leads.

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ING Bank - Advice Marathon

  1. 1. ING – ‘Advice marathon’ A cross-media campaign and an online platform to position the ING brand and generate leads INTERACTIVE PLATFORM
  2. 2. Objectives <ul><li>Promote the brand image of ING </li></ul><ul><ul><li>focus on advice (the client-adviser relationship) </li></ul></ul><ul><ul><li>approachable, reachable </li></ul></ul><ul><ul><li>the bank that thinks about the same things that you think about </li></ul></ul><ul><li>Generate leads for advisers as a basis for sales in all product categories </li></ul>
  3. 3. Strategy <ul><li>During a period of 100 days , ING will give you advice and promotions that will give you short-term benefits and long-term return on your investments. </li></ul><ul><li>This campaign is called ‘ ING advice marathon ’. </li></ul><ul><li>An online interactive platform underlines the fact that ING advisers are available for appointments with consumers at all times. </li></ul><ul><li>A cross-media strategy will generate a continuous stream of traffic to the online platform. </li></ul>
  4. 4. Interactive platform TV radio email print banners pos DM
  5. 5. Creative work – website homepage
  6. 6. Creative work – meet the advisers
  7. 7. Results <ul><li>The campaign was highly succesful: </li></ul><ul><li>Targets for ‘investment’ category were met within two weeks. </li></ul><ul><li>Targets for ‘savings’ category were met. </li></ul><ul><li>Target for the number of appointments was met. </li></ul>The number of visitors to the ING Bank website www.ingbank.nl doubled during the campaign.
  8. 8. Contact <ul><li>For more information, please contact: Dirk van den Bosch [email_address] </li></ul>

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