ING Direct Conto Arancio: Human Billboard

The objectives of this ING Direct campaign in Italy were to reaffirm its leadership in the online banking sector, to increase its brand value and awareness and to generate new prospects (100,000 new clients for Conto Arancio - the ING Direct Deposit Account).

ING Direct Conto Arancio: Human Billboard

Leo Burnett Co S.r.l.

SUMMARY

As a result of qualitative research conducted by the client, the agency found out that “8 people out of 10 would suggest Conto Arancio to their friends and relatives”.

Starting from this evidence and considering word-of-mouth as a crucial asset to be leveraged, the creative idea was focused on real ING Direct clients playing the role of brand ambassadors.

This is why “Our best advertising is our clients” became the communication platform, comprising ING Direct clients that voluntarily promoted the brand, explained product features and affirmed the real and tangible values...

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