ING Direct: BE PART OF THE CHANGE

Credits & Description:

Advertiser: ING DIRECT ITALIA
Agency: LEO BURNETT
Category: Financial Products & Services
Web Copywriter Arc: Cristina Bissanti
Account Director: Alessandra Caprino
Copywriter: Claudia Buccheri
Art Director Supervisor: Diego Mendozza
Copywriter Supervisor: Giovanni Salvaggio
Group Creative Director: Riccardo Robiglio
Creative Director Arc: Michele Sechi
Planner: Sara Taschera
Web Art Director Arc: Aldo Gemma
Web Art Director Arc: Alberto Lot
Digital Creative Director Arc: Paolo Boccardi
Group Creative Director: Paolo Dematteis

Outcome
The platform generated great results both in terms of media coverage and business results. In particular, at the end of the project there were 564 projects uploaded, more than 1500 individuals involved in the star-up projects, more than 13,000 good deeds done and, more important, + 65% increase in new accounts compared to the previous year.

Execution
The creative execution is relevant due to the fact that through this project all people have understood that Ing Direct products were different, more transparent, clear and easy to use.

Client Brief Or Objective
After 10 years of activity in Italy the objective was to demonstrate and reaffirm Ing Direct as a "revolutionary" bank, always in touch with people. The target was all the Italians that were living a peculiar economical, political and social situation. In these terms, Ing Direct wants to demonstrate to prospects that it is a "different" bank close to people that wants to change the situation. The strategy was to let people be protagonist of this change, engaging them in delivering projects and ideas through the support of an incubator.

Implementation
“Be Part of the Change” is a digital platform with the aim to ride and stimulate social and economic change. First, by helping small start-ups, through a substantial cash prize, and then by promoting a “change” in people’s attitudes and behaviors, through an innovative social game using all the potentiality of social networks in order to give voice to people.