Recognising the market as being future sons-in-law who don't yet meet the criteria, we mailed them a miniature 'ideal son-in-law' and described him as being just like them (young, greedy, fashion conscious etc…), with one addition – an ING Direct account. Thus, to become the ideal son-in-law, hence rich, all you need is an ING Direct account!

300 new accounts were opened. Good overall response in consumer test. Follow up campaigns underway with newly acquired customers.