The squirrel is long gone, ING has made great strides. We’re no longer going to be collecting nuts, but rather looking at amusing moments in life.
This new creative concept has been created by McCann Prague’s McQueen division.
ING Bank has big plans in the Czech Republic. It no longer wants to be “just” a bank. It wants to be a bank which doesn’t act like a bank to its customers, but rather acts as the customer’s partner in life and money matters.
A partner which can help clients to transform their work and efforts to achieve their targets. And as the right partner, it also knows that the world at large, and the world of their clients, isn’t perfect. It’s full of little moments of imperfection.
And these are what this campaign focuses on.
The campaign’s slogan is “Get the maximum out of your savings”. It focuses on the range of products which help clients to make their money grow – from the simple ING Konto savings account (now with a 2% interest rate for the first three months) to mutual funds which can be easily set up and managed online, without the need to visit a branch.
Nik van Dam, ING Brand manager, introduces the concept like this: “With ING’s global reach, we’re not just an ordinary bank. So we wanted to stand out, not just from other banks, but from brands in general. Our creative concept captures typical moments in life with tongue in cheek style and humour.”
The concept’s creative team authors, made up of Razvan Capanescu (Chief Creative Officer) and Jiří Horut (Creative Director), add: “"It’s not often that you find such a partner in a Client – just as confident as us in what we’re doing, and open so minded. Is not every day that a bank decides to act in anything it does not like a bank, but like a friend. This is just the warm-up, and I’m super excited about the distinctive things we’ve planned ahead".
John Wright (CEE Regional Officer & Head of Strategic Business Development, EMEA at McCann) commented it: We are thrilled to have been chosen as INGs partner agency. The campaign which we have developed with them is something that we are incredibly proud of and demonstrates the fact that ING wants to challenged perceptions and have consumers think differently and reaprease what banking can be.
Four spots are ready for the summer, and these will be launched gradually. Armada Films took on production, with Robert Nylund directing and photographer Adam Bartas taking care of visuals. The campaign can be seen in all media from television and outdoor advertising to digital media and social networks.