It's ING Direct To The Rescue In New Campaign

ING Direct and agency Rosapark are localizing the global bank's messaging to launch ING Direct’s new communication platform in France.

This positioning is embodied in a new tagline: “The bank invested in me,” says Soraya Cottin, account director, Rosapark, adding this creative was developed through research that finds 86% of French people find it increasingly difficult to get a hold of someone in client services. Nearly half of those surveyed felt like they were viewed as numbers on a sheet.

The creative likens seemingly routine phone conversations to action movie rescue scenarios. The films, directed by Birth's Nalle Sjöblad, are a mix of live-action sequences and integrated 3D special effects designed to give the films a cinematic feel. In addition, the music is specially composed by Laurent Perez Del Mar and recorded by an orchestra.

Have a look here and here.

In addition to in-theater advertising, the media mix includes mass media, like TV, as well as giant posters to make it more impactful and event-driven, says Cottin. These out-of-home executions will debut Feb. 1 in Paris and Lyon, France. Social media is being used to tease the campaign.



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