Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: ING-DIBA
Product/Service: DIRECT BANKING
Agency: AGENTA AGENCYGROUP
Managing Director: Oliver Grage (Agenta Werbeagentur)
Partner/Managing Director: André C. Schmechta (Die Zeitspringer)
Creative Director/Head Of Innovation: Dominik Heinrich (Agenta Agenturgruppe)
Motion Capture Design: Milton Decamotan (Die Zeitspringer)
Art Director: Camilla Ullrich (Die Zeitspringer)
Motion Design: Jan Mensing (Die Zeitspringer)
Managing Director: Guido Bliss (Planus Media)
Managing Director: Pelle Boese (Gjuce)
Head Of New Media: Alex Dragon (Gjuce)
Music: Krisz Kreuzer (Bass)
Software Engineer: Leo Herking (Die Zeitspringer)
Media placement: Digital Billboard - Mannheim, Germany - 12 April 2012
Media placement: Microsite - Online - 12 April 2012
Media placement: Mobile Website - Online - 12 April 2012
Describe the objective of the promotion.
ING-DiBa is the official sponsor of the German Basketball Federation, with national player and Dallas Mavericks' star Dirk Nowitzki as their brand ambassador.
Aim: to develop an innovative campaign for basketball events across Germany that presents ING-DiBa as the direct bank of choice for the younger target group and attracts new customer interest. This target group in particular always has their smartphone with them.
Describe how the promotion developed from concept to implementation.
The Idea:
The ING-DiBa Free Throw - the easiest way to be like Dirk Nowitzki: free throws at a digital billboard using a smartphone.
Working with Out-of-Home engineers and mobile-computing-experts we developed a technique that enables a smartphone to become a virtual basketball. We used the accelerometer to calculate users’ hand motions and translated them into throwing direction and speed to play the right 3D-clip on the LCD-Screen.
We set up a digital billboard that became a virtual basketball hoop for passers-by. They were able to throw a virtual basketball by moving their smartphones.
Explain why the method of promotion was most relevant to the product or service.
At the end of each player’s 3 free throws, a special webcam sent a picture of the player’s best throw to their smartphone. Hundreds of players put their photo on Facebook, conveying the ING-DiBa campaign message: when you shoot and score, that's DiBaDu.
This digital experience was the first time passers-by were able to control a billboard with their smartphone, with simultaneous live interaction with the web community. ING-DiBa was able to demonstrate how easy and efficient banking can be in a very compelling way, and position itself as an innovation leader.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The various channels work perfectly together and illustrate how consumers will use these different media in the future. They also reveal the possibilities that such interaction offers the brand. Another highlight was that the product slogan of ING-DiBa was brought to life for the passers-by in a very memorable way.
The campaign attracted 2,823 enthusiastic on-the-spot players. And in turn their friends generated 7,981 'likes' to cheer them on.