Brand: ING Direct
MARKETING AND COMMERCIAL DIRECTOR: Yvon Martin
BRAND AND MEDIA MANAGER: Amélie Nguyen Ngoc
ADVERTISING AND CONTENT MANAGER: Marine Léoni
BRAND CONTENT AND SOCIAL MEDIA MANAGER: Nicolas Hun
CO-FOUNDERS: Jean-Patrick Chiquiar, Gilles Fichteberg, Jean-François Sacco
MANAGING DIRECTOR: Sacha Lacroix
ACCOUNT DIRECTOR: Soraya Cottin
ACCOUNT MANAGER: Caroline Planty
HEAD OF SOCIAL: Thibaut Thureau
STRATEGIC PLANNER: Alexandre Ribichesu
CREATIVE DIRECTORS: Gilles Fichteberg, Jean-François Sacco
COPY-WRITER: Pierre-Antoine Dupin
ART DIRECTOR: Frédéric Leclerc
TV PRODUCTION: Thomas Laurent Ingrid Le Minh Vincent Lacroix
PRESS CONTACT: Theda Braddock
PRODUCTION COMPANY: Birth
PRODUCERS: Tristan Béraud Jordan Santoul
DIRECTOR: Cyril Tellenne
MEDIA AGENCY: Carat
Published: September 2018
Synopsis:
Earlier this year, ING Direct unveiled its new platform Human to Human Banking with the brand signature “The bank that invests in me”, putting its e ciency in customer service at the center of its communication. But the brand didn’t just make claims in TV spots, ING Direct set out to prove it, by addressing a social problem: waiting.
Customers in France are ever more exasperated with waiting, especially when it comes to waiting on hold with customer service departments. But what’s even worse than waiting, is being charged to wait, something a lot of companies in France still do.
At ING Direct, it’s the opposite. You’re never charged for waiting and agents take your call as quickly as possible. On average, clients only wait 47 seconds.
In order to make a lasting impression and prove its e ciency in customer service, ING decided to take things a step further, with the help of its agency ROSAPARK.
On September 28, for the 1rst time, the bank will, in addition to not making clients wait, pay them for their wait time. As much as 60 cents a minute.
“Wait time has become as important an issue as money for French people. With this operation, which succeeds in addressing both problems at the same time, ING Direct is showing its unique investment in its clients and bringing the brand’s promise to life,” explains Sacha Lacroix, Managing Director at ROSAPARK.
To make this operation visible, the agency took an unusual approach.
“Our objective was to succeed in making the public feel this injustice, which involves not only waiting, but paying for it as well,” explains Jean-Francois Sacco, Co-founder.
“To do this, we set up a hidden camera. A real one, at a gas station. When customers came to pay for lling up their tank, the cashier charged them a “waiting tax”, just like when you’re charged for waiting on hold with customer service. People were furious and their reaction was immediate...”
The operation will also introduce the hashtag #PayeTonAttente (Pay your wait) will circulate on Twitter, sparking conversations around the notion of waiting. Tweeters can send ING Direct their daily wait times, whether for the bus, a café, a meeting or a washing machine, for the chance of getting reimbursed for the time (at 60 cents per minute).
In addition, fold-over cover ad will appear in 20 Minutes, a free daily distributed throughout Paris, explaining ING Direct’s operation.
That’s a bank that invests in its clients.