ING defines itself as the “bank-not-bank”. All their communication approach revolves around brutal simplicity and unconcerned irony.
ING
"THE QUESTION"
TV CAMPAIGN
SUMMER ‘24
THE CHALLENGE
ING came up with a new promo on Conto Arancio, their best selling bank account. It consisted of a really average interest rate and features that every other major competitor was already offering. We had to make it sound as enticing as a bank account could possibly sound.
THE IDEA
A few years ago I realized that my bank had been charging me for about 10 years for every single notification. A thousand SMSs and emails, which cost me around 900 €. Then – after a few not-suitable-for-this-site thoughts – I asked myself: why should I pay someone to take my money, at all? This is the sad story behind this campaign, where a very common feature really gets to shine.
THE QUESTION - BATH; 30''
VO: Sometimes you just have to stop and think…
You would never read the news in a bath. A Turkish bath.
And you wouldn’t scuba dive with the diver’s mask. The one from Carnival.
You’d never eat Japanese if you ordered in Japanese.
So, why on earth would you pay for your bank account?
Choose Conto Arancio Plus and credit your salary: you get your account and every operation for free.
THE QUESTION - HORSE; 30''
VO: Sometimes you just have to stop and think…
You would never ride backwards.
And you wouldn’t put your make-up on in front of the mirror, if there was no mirror.
You’d never look at the sky to see the stars… worse.
So, why on earth would you pay for your bank account?
Choose Conto Arancio Plus and credit your salary: you get your account and every operation for free.
SAME CLIENT DIFFERENT WORK
