ING Bank Slaski

Brain *Lead Agency

GoldenSubmarine

MullenLowe MediaHub

GONG

ING wants to strengthen its position on consumer loans market in terms of sales and image, with less media spending than the main players. It wants to distinguish itself from the pro-consumerist communication of competition, in line with the aspirational image of the bank. That's why we linked ING with the idea of a good, progressive loan, untapped communication need. Breakthrough communication for the category, has shown a new perspective of loan perception: as an investment that can bring profit. It also changed the role of the bank: from the opponent who uses the situation to an institution that enables self-realization. Thanks to this, we have successfully reached the desired borrowers, achieved top-notch sales growth, and retained our key brand image atributes.