To support this activity, ING announced a loan interest specifically offered for this campaign on the TV commercials and on newspapers on July 20. All media activities run concurrently and in a coordinated way.

Finally, it is worth noting the complexity to manage such an operation as most of the newspapers are sold by small shops (bakkals). The distribution company had to inform all selling points and to arrange distribution accordingly (newspaper and supplements were not together as usual, they were separated). They managed this at thousands of POS.

31.000 people directly had this experience and preferred either the parent newspaper or the newspaper supplements. 396.000 newspapers were sold on July 20 and this figures increased up to 1.602.000 with readers’ coefficient. The launch of the project increased sales by 46 %.