ING Direct Spain: Take them to school

Financial company ING Direct wanted to raise money for UNICEF during its Christmas charity campaign in Spain.

ING Direct Spain: Take them to school

OGILVY SPAIN /OGILVYONE

Entry Information

Category: Financial Products and ServicesCountry where program ran: SpainDates program started/ended: December 2011 – January 2012

Product Description:

ING DIRECT

Advertiser/Client Name: ING DIRECT SPAINMedia Channels:

Website:http://www.essolotrabajo.com/2012/llevalosalaescuela/en/campana_b01.html

Strategy

Marketplace challenge:

ING DIRECT Christmas charity campaign.

Reinforce the brand's innovative image, generate brand awareness and make Money for UNICEF.

Target audience:

Consumer

Client and no Client

Size of target audience:

50,000-999,999

Marketing strategy:

The idea was very simple. We wanted to give people the opportunity to provide schooling for millions of...

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