Social and Influencer > Craft
MOON
OGILVYONE, Madrid / ING BANK / 2014
Awards:
Overview
Credits
Overview
Execution
Launch campaign:
Email marketing campaign to the bank’s customer database
Homepage of the ING DIRECT website and several banners distributed around the website
Trailer on ING DIRECT’s YouTube channel
Banner on ING DIRECT’s YouTube channel
Pre-roll campaign on YouTube with the campaign trailer
Social Media: Facebook, Twitter and ING Blog (“En Naranja”)
Press release to general and industry-specific media
Brand Day on El País.com
Post-launch campaign
Homepage of the ING website and several banners distributed throughout the website
Social Media: Facebook, Twitter and ING Blog (“En Naranja”)
Press release to general and industry-specific media with campaign results
Outcome
More than 200,000 hits
More than €286,000 collected for UNICEF (including direct donations)
The campaign appeared on more than 40 blogs
Strategy
To make an impact on a target group that is saturated with Christmas campaigns through an initiative that would become widely known, reinforcing the bank’s image as innovative and different while collecting the largest charity donations for UNICEF.
To achieve this, we designed a campaign combining digital and mobile technology. We wanted it to inspire an emotional response so that it would take hold in the general public, with a notable execution that would convey a very clear message: education can turn around a child’s life.
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