ING: THE ING LOCKERWALL

Credits & Description:

Advertiser: ING BANK
Agency: BRANDBASE
Category: Viral Film
Project Manager: Jeanine Geurts (Brandbase)
Project Manager: Marcello Houtman (Brandbase)
Creative: Tjeerd Buntsma (Brandbase)
Director/Camera/Edit: Jurian Schipper (Deep Thought Productions)
Designer: Jesse Post (Brandbase)
Project Manager: Jette Leentfaar (Brandbase)
Creative Director: Marvin Pupping (Brandbase)

Client Brief Or Objective
ING is operating in various European countries and is the 'challenger' among bigger banks. ING is not an official sponsor of the UEFA European Football Championship in Poland and Ukraine.Use the UEFA European Football Championship platform by creating a smart concept to prove the ING Bank is a bank with a high service level.

Implementation
The ING Locker Wall concept. A wall built with 882 lockers that serves as a free locker service for supporters of all European nationalities in one of the hosting cities of EURO 2012. To expand the range in the target markets, we strategically added fun viral movies to reach an online audience in the key target markets. With hidden cameras in and around the wall we produced three fun videos of supporters who are pleasantly surprised when opening their locker. The surprises ranged from a small gift to a special show.

Outcome
With the ING Locker Wall ING added a relevant and useful service to an existing event and was very visible. 93% of the respondents entering Gdansk saw the ING Locker Wall. Locker users gave it a high mark of appreciation, average score: 8.1. Respondents appreciated the uniqueness of the concept compared to activations of other brands. (Source: TNS)The surprise videos ensured that the ING Locker Wall was seen by people who were not in Gdansk at the time of the European Championship. The videos reached over over 600,000 views on YouTube.

Relevancy
ING Bank is a bank with a high level service. The EURO 2012 is an event with lots of supporters from different nationalities. Many of them carry a bag that they don't want to have to worry about during a match. The practical and free locker service enables European supporters to store their bags or valuables. A useful addition to the event and relevant for ING Bank.