ING Direct: We don't just open nuts

Spanish bank ING carried out a 1 month campaign in early 2009 to announce the opening of new branches.

ING Direct: We don't just open nuts

OgilvyOne Spain

ENTRY INFORMATION

Category: Financial Products and ServicesCountry where program ran: SpainDate program started/ended: 24th September - 25th October 2009

Product Description: Bank

Advertiser/Client Name: ING DIRECT SPAIN Website: Media Channels:www.ogilvyone.es

STRATEGY

Marketplace Challenge:

ING DIRECT was going to open branches. To announce this news, we decided to create a stunt which would have the greatest possible impact in the media and with the general public. So we came up with the idea: let's start the rumour that Fernando Alonso (who ING...

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