Ogilvy

Client: ING DIRECT
Product: ING DIRECT
Title: BACK TO 99
Media: Online Media
Country: Spain
Date Of Campaign: 25/06/2018

Background: Background: As it does every year, ING wishes to celebrate its anniversary in a very special way and therefore increase its customers’ positive sentiment towards the bank.Objectives: Celebrate the brand's 19th anniversary in a different way, and more specifically:1. Generate brand awareness.2. Increase customer engagement.Target audiences:ING Bank's more than 3,000,000 customers.

Idea: To celebrate ING's 19th anniversary we created a card that travelled back in time.Back to ´99: the first card with which you pay for goods and services at 1999 prices.How did it work? Very simple. When paying, the BACK TO 99 card identified the product’s current value, calculated its price increase over the last 19 years (between 1999 and 2018) and subtracted that sum from the amount charged to the account.

Results: The card beat all direct response records and boosted brand satisfaction rates.The engagement ratio increased by 99.08 % compared to the previous month.75 % more than the leading competitor.Positive sentiment towards the brand increased by 98 %.