:00000004: headvertising

ING Mandatory Pensions

Strategy

We decided to educate everybody. It was very risky, because educating was going to help our competitors too, but we knew that the “feel-good factor” resulted from such a brand behavior will give us the differentiation we were looking for. We wanted people to perceive us as market-experts, confident enough to do this on behalf of the industry.

The information was split in “info about ING” and ”info about mandatory pensions”. The first was dramatized in the sub-campaign called “The ING Country” and the second was communicated in the sub-campaign called “You Know From ING”.

“ING Country” was designed to show the reluctant Romanians that ING is actually wealthier, bigger and more powerful that the State they trusted. And “You Know From ING” was engineered like a Quiz-show employing real ING consultants to answer any possible question you could possibly have on the mandatory pensions (we shot 52 different TV executions!).

ING Results

Not only did we reach the 1mil target, but we exceeded it by almost 400.000 signatures.

ING gained a 34.3% market share and above expectations in all marketing figures: top of mind, advertising awareness, favorability, likeability.

Which got us a gold Effie, and more importantly, gave us the opportunity to do more projects for them.







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