Category: Best Use of Ambient in a Promotional Campaign
Advertiser: ING
Product/Service: BANKING
Agency: EURO RSCG BRUSSELS
Creative Director: Jean-Luc Soille (Euro RSCG Brussels)
Art Director: Nam Simonis (Euro RSCG Brussels)
Copywriter: Peter Bronselaer (Euro RSCG Brussels)
Account Director: Chantal Claes (Euro RSCG Brussels)
Account Director: Manuella Casagrande (Euro RSCG Brussels)
Account Manager: Yana Huygens (Euro RSCG Brussels)
Art Buyer: Ariane De Siron
Artist: Jean-Luc Moerman
Artist Graphic Designer: Denis Meyers
Graphic Designer: Jipé Tilly (Euro RSCG Brussels)
Graphic Designer: Alexandre Simionescu (Euro RSCG Brussels)
Marketing Director: Philippe Wallez (ING)
Head Of Marketing/Campigns: Nathalie Van De Peute (ING)
Head Of Com/Branding: Louise Van Heel (ING)
Senier Branding Adv. Officer: Ann Baggerman (ING)
Media placement: Bags/Billboard - Public Space - 12.03.2012
Describe the objective of the promotion.
How do you cover the ugly scaffolding of the ING building under reconstruction? And raise sympathy for ING bank, reinforce the positioning for their free online Lion Account, and drive the audience to the ING website?
Describe how the promotion developed from concept to implementation.
The headquarters of ING bank was being renovated and we used this opportunity as a new medium to raise sympathy for the brand and communicate about the Free ING Lion Bank Account.
The idea was to offer a new experience to the public by first covering the scaffolding with a monumental printed artwork signed by Jean-Luc Moerman (famous Belgian artist) and make the public space beautiful. Secondly offering to the public the opportunity to choose the small part of it they love, to win via on an online contest an exclusive citybag made from this monumental bache, as free as the ING Lion Bank Account.
Explain why the method of promotion was most relevant to the product or service.
The free ING Lion Account and the ING building have both a wide reputation in Belgium, but for a bank it is more important than ever to communicate by offering something unique, as a new experience of enjoying the public space and participate to a big action.
Describe the success of the promotion with both client and consumer including some quantifiable results.
It’s the biggest billboard ever printed and the biggest artwork ever produced in Belgium. Mounted on one of the most emblematic building of Brussels at a strategic point of traffic (thousands of cars & people by day, in/out of Brussels)
Extensive coverage in the press, press releases, articles, on blogs, Facebook, Twitter. And a lot of sympathy raised towards ING.
The action has generated already 17,000 people on the webpage contest and engaged 9,000 participants (+/-56% conversion rate) and drive 1,168 people to the free Lion Account page, between the 18th of March – 1st of April. The action is ongoing, until June 2012.