ING

ING, a multinational banking and financial services corporation, achieved record engagement on Twitter, playing up the rivalry between Belgium and France and powering its integrated campaign with Selligent’s dynamic content capabilities.

Company

ING

Industry

Financial Services and Insurance

Website ing.be

Location

Belgium

The Customer

ING Belgium is a part of ING Group, a multinational banking and financial services corporation. The brand’s mission is to “empower people and organizations to realize their vision for a better future.” Although a financial institution, ING likes to have fun with its marketing. As a sponsor of the “Red Devils,” the Belgian football team, ING designed a campaign centered around fan predictions of the qualifying round with France.

 

SELLIGENT HAS BEEN OUR SERVICE PARTNER FOR MORE THAN 10 YEARS NOW. IT’S SAFE TO SAY THE PLATFORM HAS PROVEN ITSELF.

Benoit Pirotte, Head of Online Coordination, ING Belgium

 

The Challenge

In partnership with Selligent, ING developed a fully integrated marketing campaign that involved web, mobile, print, and social media. First, ING created a site where fans could leave their predictions for the Red Devils’ game. Next, they opened a call center where fans could dial in to talk about their predictions. To generate even more buzz, they created a conversation around the game on Twitter, using #Ready4France.

Leading up to the European Championship, ING printed the prediction numbers on billboards across the country and produced over 20,000 Parisian street signs in red, the team’s color, to contrast the traditional blue. The signs were given out to fans, who, in return, jumped at the opportunity to showcase their alliance to the team through Instagram and Twitter selfies featuring the #Ready4France signs.

The Results

ING created a truly engaging branded experience for the fans of the Red Devils through contextual content based on the fans’ predictions. The cheeky and humorous campaign was powered by Selligent’s cross-channel campaign management capabilities and reached millions of people with dynamic content.

  • 4,700,000 contacts at a cost of €0.06 per contact
  • Viral reach of #Ready4France created millions of impressions
  • Record engagement rate of 5% on Twitter

The campaign is still in full swing, but preliminary research has indicated that millions of Red Devils fans are now 2.5 times more likely to switch to ING bank. Powering its campaigns with Selligent, ING is owning the conversation around the game across all channels, rising above the clutter with relevant contextual content.