Back to '99 is the first card you pay with today and everything costs what it did 19 years ago.

Situation:

As it does every year, ING wishes to celebrate its anniversary in a very special way and therefore increase its customers’ positive sentiment towards the bank.

Objective/s:

Celebrate the brand's 19th anniversary in a different way, and more specifically:

1. Generate brand awareness.

2. Increase customer engagement.

Target audience/s: (Description and quantification)

ING Bank's more than 3,000,000 customers.

To celebrate ING's 19th anniversary we created a card that travelled back in time.

Back to ´99: the first card with which you pay for goods and services at 1999 prices.

How did it work? Very simple. When paying, the BACK TO 99 card identified the product’s current value, calculated its price increase over the last 19 years (between 1999 and 2018) and subtracted that sum from the amount charged to the account.

We created Back to '99, a debit card for ING customers that recovered the best from the year in which the bank first arrived in Spain: its prices.

We launched a limited edition of the Back to '99 card through Facebook and Twitter for ING customers and, at the end of the campaign, we held a prize draw among all the people who answered the question "What would you bring back from the 90's?" under the #INGbackto99 hashtag.

The card beat all direct response records and boosted brand satisfaction rates.

The engagement ratio increased by 99.08 % compared to the previous month.

75 % more than the leading competitor.

Positive sentiment towards the brand increased by 98 %.