ING Direct: The bus

ING Direct wanted to send holiday greetings and involve customers in its UNICEF donation. Using a viral strategy, it sent emails to customers promising that ING would make a donation, but only if customers sent holiday greetings of their own to friends and family through a site featuring a UNICEF-ING bus.

ING Direct: The bus

OgilvyInteractive

ENTRY INFORMATION

Category: Financial Products and ServicesCountry where program ran: SpainDate program started/ended: 2nd December 2008

Product Description: ING DIRECT merry Christmas.

Advertiser/Client Name: Ing DirectMedia Channels: Web AdvertisingWebsite: http://www.essolotrabajo.com/2009/elautobus/echo_nfp.html

STRATEGY

Marketplace Challenge:

  • To wish ING DIRECT clients a merry Christmas.

  • To raise as much money as possible for the ING-UNICEF project "Chances for Children" through the viral nature of the action.

  • To take advantage of the action to conduct an image campaign depicting ING DIR

Target audience: Consumer

  • Men and women between...

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