ING Insurance Berhad: The Power of One Ringgit

In Malaysia, ING Insurance Berhad started a movement to garner donations for the purpose of paying for corrective surgery for children born with a cleft lip.

ING Insurance Berhad: The Power of One Ringgit

Leo Burnett Advertising / Arc Worldwide


Category: InsuranceCountry where program ran: MalaysiaDate program started/ended: 21st November 2009

Product Description: Spread The Smile movement

Advertiser/Client Name: ING Insurance BerhadMedia Channels: DirectMailOther


Marketplace Challenge:

With tons of fund-raising causes for the plight of victims of natural disasters, the destitute and others dominating the market, it's hard to evoke sympathy for children born with a cleft lip, much less monetary contributions.

Target audience: Both

Valued customers and corporate associates of ING....

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