ING is a global banking institution originating from the Netherlands. It stopped offering its services to ordinary customers on the Czech market in 2021, but before that we managed to come together on one unconventional project.
ING offered mutual fund investments to its clients, but was met with mistrust caused by self-proclaimed financial "advisors". They have long been a blight on the reputation of mutual fund investing, often lacking the appropriate qualifications and usingunfair practices. We decided to directly address this stereotype of"advisors" in the campaign and created a multi-channel communication based on humour and hyperbole.
Two commercial spots and an extensive series of online formats were created. The theme of the campaign was why it is better to invest with ING than with self-proclaimed "advisors". Finally, we prepared an activation for the first 1000 new customers. Everyone who switched to ING received a thumbnail of their old advisor in their mailbox. So they don’t miss him too much.