• by Larissa Faw , January 25, 2018

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.