ING Direct and Rosapark Show the Adventurous Side of Banking in New Campaign

Jan. 19, 2018

A pioneer in online banking, ING Direct brought a new way of banking to France. But, in less than a decade, the sector has witnessed an incredible transformation: banking networks are more digitized than ever and online banks are offering more autonomy and immediacy. It’s a race of technology, yet it’s driving banks to hide behind their tools, which isn’t always advantageous…

According to an OpinionWay poll (Dec. 2017), 86% of French people find it increasingly difficult to get ahold of someone in client services. Nearly half of those surveyed felt like they were viewed as numbers on a sheet.

With this in mind, ING Direct, with the help of its new agency Rosapark, wanted to communicate their conviction, that the more digital we are, the more important it is to put human relations at the heart of banking, the bedrock of their new platform: human to human banking – the bank by humans for humans.

"Human To Human BankING"

Because ING Direct isn’t just a digital bank, it’s a part of its clients’ daily lives. Because it’s not just an approachable bank, it lends an ear and offers support. Because it’s not just a virtual bank, it’s thought out by humans for humans, who always put their clients first.

A positioning which is embodied in their new tagline: "ING. The bank invested in me."

A never-before-seen communication campaign in the world of banking

Agency Rosapark’s purpose was to illustrate this new client/bank relationship "ING style".

Sacha Lacroix, Managing Director at Rosapark, explains:

“We chose to illustrate an emblematic moment in this relationship, the moment when a client calls the bank – and to do so in a surprising and spectacular manner. It’s a way to set them apart from competitors as well as to revive the brand’s advertising DNA, which is atypical, uninhibited and zealous”

 

Each film in the new campaign features a phone conversation between an ING Direct advisor and a client in dire straits. Each call is related through an allegory of how the client perceives their urgent scenario and the fact that the right answer, at the right time, can save their life.

Jean-Francois Sacco, co-founder and Creative Director of Rosapark, explains:

"The agency created different rescue scenes from action/adventure films, which illustrate these conversations. The scenarios are strong, almost Hollywoodian, and purposefully exaggerate the situations expressed in the phone call."

 

The films, directed by Nalle Sjöblad (BIRTH), are a mix of live action images and integrated 3D, giving the films a cinematic feel. All of the usual action movie elements are present in the films, in their precision, realism, and in the most minute details, giving you the sense you’re watching a blockbuster movie, with an entertaining story and palpable tension.

The cinematic character is further reinforced by the music, which was specially composed (Laurent Perez Del Mar) and recorded by an orchestra.

An event-driven campaign of scale and magnitude

The films were teased on ING Direct’s social channels starting January 11^th and 30” versions started broadcasting January 14^th. Cinemas will begin running 45” versions on January 25 and 15” versions will also air.

The campaign also includes outdoor, with movie-style posters (shot by Nick & Chloé) featuring sci-fi rescue scenarios, which will go up February 1^st in Paris and Lyon.