Campaign: ING Yes, you canBrand: ING BankClient: ING Bank RomâniaSubmitted by: CAPSecond Agency: Mullen Lowe ProferoMedia Agency: Zenith România
Background/objectives: ING wasn’t perceived as a loan bank. For years, it drove customers away with risk-based pricing and restrictive eligibility criteria. Now, it had to work on image and consideration.
Strategy: The only weapon we had: the almost instant granting of loan, facilitated by a market opportunity.The creative solution had to enhance brand image, outline relevance and customer experience. The key instrument we used was the empowering “Yes, you can”, in a series of sketches taking place in a surreal ING Office.
Results: The outcome: the all times record sales of ING loans, outstanding brand performance.