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Industry Banking, Yellow Pages & Directories
Media Print, Magazine & Newspaper
Market Spain
Agency YMEDIA Madrid
Client Service Director Pilar Escalante
Account Supervisor Silvia Moreno
Released June 2012


Cannes Lions 2012
Media Lions Best Use of Branded Content & Sponsorship Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Branded Content & Sponsorship
Advertiser: ING DIRECT
Product/Service: BANKING
Agency: YMEDIA Madrid, SPAIN
Advertiser ING DIRECT
Entrant YMEDIA Madrid, SPAIN
Type of Entry: Use of Media
Category: Best Use of Branded Content & Sponsorship
Advertiser/Client: ING DIRECT
Product/Service: BANKING
Entrant Company: YMEDIA Madrid, SPAIN
Media Agency: YMEDIA Madrid, SPAIN

Innovation Director: Miguel Ángel Nieto (Ymedia)
Managing Director: Jaime López-Francos (Ymedia)
Client Service Director: Pilar Escalante (Ymedia)
Account Supervisor: Silvia Moreno (Ymedia)


The television and radio stations took on promotion of the program, and the effort generated 355 million contacts—impacting 32,303,810 individuals and achieving 77% coverage.
Later research revealed that more than 54% of those surveyed recalled having seen the content. Moreover, one out of every two people associated it with ING Direct and 75% of respondents agreed that the endeavour appeared to be a total success because of the way the program reinforced perception of the Bank’s qualities by conveying innovation, openness, security and trust.
ING Direct sales grew by 21%, achieving their best Q4 results ever in Spain.

Creative Execution

We created a 60´ television program, hosted by Lourdes Maldonado, one of Spain´s most reputable newscasters, about 6 “unlearners” who had reinvented themselves:
Martin Berasategui, the Spanish chef with seven Michelin stars; Pepu Hernandez, basketball coach for the World Champion Spanish team, Maya Hansen, former model and designer of the famous Lady Gaga corsets, etc.
We succeeded in conveying the advantages and main attributes of the new banking model by telling the story of Carina Szpilka, ING Direct´s CEO in Spain.
In Radio, we developed a segment to interview entrepreneurs on the leading morning program hosted by Carlos Herrera, the most widely recognised Spanish radio personality, inviting the protagonists from our television spot.
On the Internet, the content was viewed again thousands of times on the station’s online platform, and on Twitter, #desaprender made the term trendy in just a few days, with TT as the program broadcast date.

ING Direct, the leader in online banking in Spain, launched a new advertising campaign based on the concept “Time to unlearn!” The message was that people should leave behind old attitudes and open their minds to new, potentially enriching ones - an invitation, so to speak - to abandon outmoded habits of banking to adopt fresh ones with ING Direct.
The goal was to enhance a concept that needed further stimuli to be fully associated with the Bank´s qualities.
We incorporated the notion of “unlearning” into the project creating a Branded Content that made the concept more tangible by telling true stories about well-known figures in Spanish society who had “unlearned” lessons to achieve professional success.
The levels of reach and awareness for the campaign skyrocketed, ING achieved the best Q4 sales results ever, and the “unlearning” concept became truly fashionable in Spain—even being used by university students to meet friends for drinks.