2009 ECHO Award - AMDIA

BRONZE
ING DIRECT WANTED TO SEND HOLIDAY GREETINGS AND
INVOLVE CUSTOMERS IN ITS UNICEF DONATIONS. Using a viral
strategy, it sent emails to customers promising that ING would make a
donation, but only if customers sent holiday greetings of their own to friends
and family through a site featuring a UNICEF-ING bus. For every kilometer
the bus traveled to deliver greetings, it earned one cent for UNICEF. In other
words, a Madrid-Chicago trip of 6,747 km earned 67. Thanks to the additional
buzz from blogs, social media, and a press conference, the site had 200,000
hits in one month and raised 98,000.
CAMPAIGN NAME – The Bus
CONSUMER ADVERTISING MEDIUM – Email & IM and Other
AGENCY – OgilvyInteractive
CREATIVE MANAGER – Jesús Rasines
CREATIVE MANAGER – Diego Gonzalez
ART MANAGER – David Botella
COPYWRITER – Ramiro Alda
ART MANAGER – Sara Moreno
PRODUCER MANAGER – Cesar Checa
PRODUCER – Oscar García
AUDIOVISUAL MANAGER – Irene Choclan
ACCOUNT MANAGER – Vanesa Porte
EXECUTIVE MANAGER – Irene Caro
CLIENT – ING Direct
42
FINANCIAL PRODUCTS
AND SERVICES
ING WANTED TO RE-ESTABLISH ITS RELATIONSHIP
WITH THE CEOs AND CFOs AT ITS TOP B-TO-B CLIENTS.
To emphasize the personal nature of its services and solutions, the bank
emailed CEOs and CFOs on their birthdays and offered a virtual visit
to its wine cellar. Customers could choose three bottles of their favorite
wine with the help of a virtual sommelier, who promised that their selections
would be delivered by an ING relationship manager. A follow-up
call from ING conveyed birthday greetings and aimed to get on the
customer’s calendar. The result: 55% of recipients chose wine and agreed
to a meeting.
CAMPAIGN NAME – Wine Cellar
BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Multimedia
AGENCY – Proximity BBDO
Proximity BBDO Team
CLIENT – ING