Over 200 insightful answers were posted to five different banking questions. So the main challenge was to create a coherent, imaginative and entertaining children’s story out of all this input. A story that was both educational for children and inspiring for current and future ING bankers.

ING introduced a new positioning around ‘Financial Healthcare’, in which clarity and transparency between bankers and clients are the predominant foundations. By challenging future bankers to explain banking and its raison d’être to ten-year-old-children, ING showed its commitment to this positioning. Not just to the targeted graduates but also to the outside world, as the international business press picked up on this bold but essential conversation. The campaign positioned ING’s potential future employees as thought leaders on the road to a financially healthy future. Giving them an inspiring taste of their career opportunities in banking at ING.

At the time of submission, the book has just been printed. So no concrete market results are available yet. However, the book has been widely embraced by all staff levels at ING. It will be sent to a selection of the best contributors from the campaign along with a personal recommendation from ING’s vice-chairman. Also, it will be sent to a selection of business press representatives and given as a present to first time ING clients and new trainees.