ING DM ING NEXT GENERATION BANKING by Energize

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ING NEXT GENERATION BANKING

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Industry Banking & Financial Services
Media Direct marketing
Market Netherlands
Agency Energize
Designer Paul Duijser
Producer Daphne Story
Released October 2012

Credits & Description

Advertiser: ING BANK
Agency: ENERGIZE
Category: Corporate Image & Information
Advertising campaign: ING NEXT GENERATION BANKING
Producer: Daphne Story (Story Productions)
Designer: Paul Duijser (Energize Amsterdam)
Video/Animation Production: Jelle Pothoven (Jelle Pothoven)
Creative/Writer: Jesse Ridder (Energize Amsterdam)
Illustrations: Rhonald Blommestijn (Artbox)
Strategy Director: Sjoerd Goderie (Energize Amsterdam)
Account Manager: Annemarie Neef (Energize Amsterdam)
Technical Development: Lucas Huizinga (Social Developers)
Strategy Planner: Berber Hoekstra (Energize Amsterdam)
Creative/Art Director: Jurriaan van Bokhoven (Energize Amsterdam)
Project Manager: Paul Koole (Energize Amsterdam)
Client: Wenka Booij (ING Bank)

Client Brief Or Objective
ING wanted to increase awareness as a preferred employer amongst talented business graduates around the world. But given the current economic situation, banking is not the most popular career opportunity. The strategy was to embrace this situation and give it a positive twist; now - more than ever - you can truly have a meaningful impact by working at a bank. Because these graduates are part of a unique generation that has the opportunity to build a financially healthy future for the next generation.

Implementation
ING believes that clear and transparent communication between bankers and clients is the foundation of a financially healthy future. Therefore, ING challenged business graduates – the bankers of the future - to explain complex banking issues to 10-year-old-children; the clients of the future. Every week, a new kids’ question appeared on ING’s Facebook page. The graduates used the open comments section to submit and discuss their answers. The best answers were used for a first-of-its-kind children’s book about money. Co-created by future bankers and future clients and published by ING.

Execution
ING introduced a new positioning around ‘Financial Healthcare’, in which clarity and transparency between bankers and clients are the predominant foundations. By challenging future bankers to explain banking and its raison d’être to ten-year-old-children, ING showed its commitment to this positioning. Not just to the targeted graduates but also to the outside world, as the international business press picked up on this bold but essential conversation. The campaign positioned ING’s potential future employees as thought leaders on the road to a financially healthy future. Giving them an inspiring taste of their career opportunities in banking at ING.

Outcome
Deliverability of the responses was quality over quantity. And the quality of the over 200 responses was extremely high, with many contributors returning weekly. This led to in-depth articles in Financial Times, Irish Times, Business Day, The Globe and Mail and various business blogs debating the ethics and purpose of Finance. The content reached an estimated 10m people in 130 countries and the click-through-rate from Facebook to the ING Careers page increased by 260%. The children’s book will be sent to a selection of business press representatives and given as a present to first time ING clients and new trainees.