How ING bank used its app as a media channel

Sam Peña-Taylor

ING, the dutch bank, used the trusted and empowering relationship it had built with its consumers to break into entertainment marketing in Belgium, using an innovative channel to drive a musical experience.

At Cannes, two things abound: rosé and chatter. Both, in their own ways, are useful for something, and in the case of ING, the Dutch Bank, and Universal Music, this chance meeting at the Lions festival led to an innovative campaign in Belgium, which leveraged the bank’s innovation and customer experience credentials to bring its clients an exclusive musical experience.

ING, one of Belgium’s main banks serving around a third of the country’s 10 million banking customers, wanted to do entertainment marketing. Taking as an example the Super Bowl, one of US sport’s most-watched events with accompanying colossal ad spend...

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