Credits & Description:
Category: Ambient: Stunts & Live Advertising
Advertiser: ING DIRECT
Agency: LEO BURNETT
Executive Creative Director: Enrico Dorizza - Sergio Rodriguez
Creative Director: Corrado Cardoni
Copywriter: Santiago Saiegh - Matteo Lazzarini
Art Director: Roberto Piazza
Account Supervisor: Bruno Borsetto
Photographer: Nahuel Berger
Date of First Appearance: Feb 4 2010 12:00AM
Entrant Company: LEO BURNETT, Milan, ITALY
English Translation of Main Headlines
ING Direct is a very popular web bank which changed the category’s business model. They pioneered a new way to handle relationship with their clients by providing an incredibly easy and user- friendly digital platfrom.A research discovered that ING source of business today more and more comes from their clients’ word-of-mouth. In other words happy clients bringing new clients, most of them converting from traditional banks.This is where our idea comes from: a living number of interactive billboards where real clients could dialogue with potential clients passing by.Around town some installations were set in order to become living point of contacts between people, with no bank involvement. Commercials were shot to amplify the word of mouth effect among existing and potential clients.
The Outdoor Advert titled GROUP was done by Leo Burnett advertising agency for product: ING Direct (brand: ING) in Italy. It was released in the Feb 2010.