Campanie
JM
Challenge: create awareness and engagement for new ING Savings Account with minimum media investment.
General Information:
Strategy:
| Strategy: |
Early 2012 due to the foreseen crediting switching to RON the competition was sure to intensify. After 3 years with communication mainly on consumer loans ING needs a campaign that would restart its positioning as a top saving bank. The “ING Airlines” concept is a statement under the “ING Bank. Pentru Oameni Mari” umbrella. ING Bank takes its customers to their destination with business class treatment. We launched an improved product: a Savings Account that helps people reach their dreams. |
Execution:
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