ING Direct Digital MOON by Bassat Ogilvy & Mather Madrid, OgilvyOne Madrid
ING Direct: MOON
Awards:
| Cannes Lions, 2014 | ||
|---|---|---|
| CYBER LIONS | Craft: Animation/Motion Graphics | BRONZE |
| El Sol, 2014 | ||
| Digital | SERVICIOS FINANCIEROS, SEGUROS, SORTEOS, SERVICIOS INSTITUCIONALES | Sol de Plata |
Credits & Description:
Type of entry: Craft
Category: Animation/Motion Graphics
Advertiser: ING DIRECT
Product/Service: ING DIRECT
Agency: OGILVYONE Madrid, SPAIN
URL: http://www.essolotrabajo.com/2014/luna/es/web.html
Client: ING DIRECT
Product: ING DIRECT
Entrant: OGILVYONE Madrid, SPAIN
Type of Entry: Craft
Category: Animation/Motion Graphics
Entrant Company : OGILVYONE Madrid, SPAIN
Advertising Agency : OGILVY SPAIN Madrid, SPAIN
Advertising Agency 2 : OGILVYONE Madrid, SPAIN
Production Company : MIOPíA EFECTOS VISUALES Madrid, SPAIN
Website URL http://www.unahistoriaquedalavuelta.com/en/
Entry URL http://www.essolotrabajo.com/2014/luna/en/web.html
Executive Creative Director: Jesus Rasines (Ogilvyone)
Creative Director: Diego Gonzalez (Ogilvyone)
Director Of Projects And Innovation: Javier Sanchez (Ogilvyone)
Producer Director: Carlos Albaladejo (Ogilvyone)
Art Director: Debora Martín (Ogilvyone)
Copywriter: Sonia De Pedro (Ogilvyone)
Programmer: Carlos Guiard (Ogilvyone)
Account Director: Vanesa Porto (Ogilvyone)
Account Supervisor: Iciar Arbesu (Ogilvyone)
Account Executive: Rocio Pontijas (Ogilvyone)
Multimedia Produccer Director: Lissette Mireles (Ogilvyone Madrid)
Multimedia Producer: Aaron Lago (Ogilvyone)
Director: David Ramos (Miopia Efectos Visuales)
Director: Miguel García/Villaraco (Miopia Efectos Visuales)
Flame Artist: José Rossi (Miopia Efectos Visuales)
Nuke Post/Production: Oscar Perea (Miopia Efectos Visuales)
Nuke Post/Production: Iñigo Remacha (Miopia Efectos Visuales)
Executive Production: Santiago García/Blanes (Miopia Efectos Visuales)
Executive Production: Ángeles Álvarez (Miopia Efectos Visuales)
Designer: Miguel Castrillo (Miopia Efectos Visuales)
Creative Execution:
Launch campaign:
Email marketing campaign to the bank’s customer database
Homepage of the ING DIRECT website and several banners distributed around the website
Trailer on ING DIRECT’s YouTube channel
Banner on ING DIRECT’s YouTube channel
Pre-roll campaign on YouTube with the campaign trailer
Social Media: Facebook, Twitter and ING Blog (“En Naranja”)
Press release to general and industry-specific media
Brand Day on El País.com
Post-launch campaign
Homepage of the ING website and several banners distributed throughout the website
Social Media: Facebook, Twitter and ING Blog (“En Naranja”)
Press release to general and industry-specific media with campaign results
More than 200,000 hits
More than €286,000 collected for UNICEF (including direct donations)
The campaign appeared on more than 40 blogs
To make an impact on a target group that is saturated with Christmas campaigns through an initiative that would become widely known, reinforcing the bank’s image as innovative and different while collecting the largest charity donations for UNICEF.
To achieve this, we designed a campaign combining digital and mobile technology. We wanted it to inspire an emotional response so that it would take hold in the general public, with a notable execution that would convey a very clear message: education can turn around a child’s life.