Campaign: ING PayBrand: ING BankClient: ING BankSubmitted by: Headvertising
Background/objectives:As 2018 was the year of HCE payments, it was crucial for us to have a strong start for ING Pay. So, considering the late launch, our main objective was 20 000 active ING Pay users by end of year.
Strategy:We “emulated” the look of another ING campaign in order to be able to stay within planned TV budget, while not disrupting the flow of the on-air campaign that ran when we received the “go-ahead” for ING Pay launch.
Results:ING Bank more than compensated for the very late launch in the year of their smartphone payments. There was a spectacular 150% increase over the year’s objective, getting 50 000 ING Pay users.