MISS PENNY by Euro Rscg Brussels for ING

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MISS PENNY

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Industry Banking, Yellow Pages & Directories
Media Promo & PR, Case study
Market Belgium
Agency Euro Rscg Brussels
Director Peggy Steenvoorden
Creative Director Dominique Van Doormaal
Art Director Antoinette Ribas, Denis Dubrulle
Copywriter Olivier Roland, Thomas Danthine
Photographer Frieke Janssens
Released August 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: ING
Product/Service: FREE CURRENT ACCOUNT
Agency: EURO RSCG BRUSSELS
Date of First Appearance: Aug 21 2009 12:00AM
Entrant Company: EURO RSCG BRUSSELS, BELGIUM
Entry URL: http://www.ing.be/jeunes
Creative Director: Dominique van Doormaal (Euro RSCG Brussels)
Art Director: Denis Dubrulle (Euro RSCG Brussels)
Copywriter: Thomas Danthine (Euro RSCG Brussels)
Copywriter: Olivier Roland (Euro RSCG Brussels)
Art Director: Antoinette Ribas (Freelance)
Director: Peggy Steenvoorden (Latcho Drom)
Photographer: Frieke Janssens
: (JIM TV)
: (Proximity Team)
Media placement: TV SPONSORING - JIM TV - 21/08/2009
Media placement: WEB - Www.ing.be/jeunes - 24/08/2009
Media placement: POS - BOOMERANG - 25/08/2009
Media placement: POS - ING AGENCY POSTERS - 25/08/2009
Media placement: POS - VESPASIUS - 27/08/2009
Media placement: FIELD MARKETING - UNIVERSITY CAMPUS IN BELGIUM - 11/09/2009
Media placement: TV SPOT - ALL BELGIAN TV CHANNELS - 12/09/2009

Results and Effectiveness
After only two weeks of the campaign, ING opened 80% more accounts compared with a normal month and the contest on the website had already attracted over 30,000 young participants. According to the field surveys, youngsters were very receptive to this initiative. However, to this day, Miss Penny is still looking for more heirs.

Creative Execution
At first, we launched a series of breaking news on a well-known youth channel to tease youngsters with the announcement of the huge inheritance. Miss Penny’s death was reported live. On the final breaking news we introduced ING, who was in charge of the inheritance. They were officially looking for young heirs. Shortly after that, a call for heirs for Miss Penny was printed on posters and displays in and outside the ING agencies, as well as on Boomerang cards and Vespasius posters in youth bars. On field, old ladies (Miss Penny’s friends) distributed leaflets outside the schools. Banners and teasers on Netlog, the biggest social network for youngsters in Belgium, would lead to Miss Penny’s website. Simultaneously, a letter was sent to parents to invite them with their child at an ING agency in order to claim the legacy.

Insights, Strategy & the Idea
ING bank wanted to convince young people (18-25) to open a free online account by offering 10 Euros. Because youngsters don’t trust big banks, we created Miss Penny: an eccentric old lady who had passed away, leaving her huge fortune to Belgian youth. Every single youngster in Belgium could inherit 10 euro or more! To collect the money they simply had to open a free online account at Miss Penny’s bank: ING.