ING defines itself as the “bank-not-bank”. All their communication approach revolves around brutal simplicity and unconcerned irony.
ING
"GO AT YOUR RATE (SENZA FARE UN TASSO)"
TV CAMPAIGN
SPRING '23
THE CHALLENGE
We had to put in the spotlight the new (bigger) interest rate of Conto Arancio (Orange Account), ING best-selling saving product.
THE CHALLENGE (PT. 2)
Our idea revolved around the most famous humoristic Italian band, a cheeky pun and fortunately – as it’s the only part of this campaign I can manage to explain in English – an insight: USA is the land of the bigger.
GO AT YOUR RATE (SENZA FARE UN TASSO); 30''
VO (song): With Conto Arancio here’s what’s new (shush!): you can go at your rate and get paid to!
American-sized and you don’t have to get tied.
You can go at your rate and get paid to!
Keep fooling around and still get your pound.
You can go at your rate and get paid to!
VO (song): Open Conto Arancio and get a 3% interest rate without tying your savings down.
Keep going at your rate with ING!
SAME CLIENT DIFFERENT WORK
