„Boring” finance
impossible to
ignore

In the Czech market, potential clients were often met with mistrust fueled by self-proclaimed "financial advisors". These figures, often lacking qualifications and using unfair practices, had long been a stain on the reputation of mutual fund investing. We decided to face this head-on. Instead of corporate jargon, we chose humor and hyperbole. We personified these advisors as a "villain" stereotype, positioning ING’s direct tools as the only logical, transparent alternative.

We even mailed small 3D replicas of the advisors to the first 1,000 new clients as a tangible symbol of their freedom from bad advice. Humor combined with high-end production value paid off. The campaign resonated immediately, cutting through the noise of the financial sector. In digital channels, the creative assets delivered exceptional engagement, driving Click-Through Rates (CTR) that were multiples higher than the standard banking benchmarks. We proved that even a serious product like mutual funds can be sold through bold storytelling.