ing staying young, a matter of spirit · staying young, a matter of spirit alice masurel, benoit...
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ING
Staying Young, a Matter of Spirit
Alice Masurel, Benoit Pirotte
Digital Channels
Finance Connection - 23 June 2015www.ing.be
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• ING Belgium, who are we
• ING and Selligent, the story
• Focus on 3 projects:
• The Summer festivals 2014
• Solidarity Award
• Foot and Music platform 2015
• Q&A
Summary
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• ING.be, Belgian division of ING international group
• Perceived as the innovative bank.
• Our ambition: Anticipate the needs of our clients, and become their privileged partner.
• Universal bank: direct service wherever possible and advice where necessary.
• Strategic approach: “Click, Call, Face”
ING Belgium - Who Are We?
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ING Belgium and Selligent
• Almost 10 years of collaboration
• Development of campaign pages, promo-sites and content platforms
• Sites developed by a dedicated team at Selligent
• Focus on 3 projects:
Summer Activation Campaign
Solidarity Awards
Foot & Music platform
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The Summer Festivals
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• Bank: Service provider
• Service: Free & Easy Online Current Account
• At Festivals: Free & Easy services answering the needs of the people
The challenge of Summer 2014
Part of the ING Strategy: Sponsoring Music Festivals
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• “Free Festival Favours”:
• Free Lockers
• Free mobile phone-charging lockers
• Free Parking
• ATM
• Field Experience
• Video-animation
• Photoball
Concept Summer 2014
Pre-registration via
website
Emotional bond:
Festival Souvernirs
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Homepage and festival page
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Free services and souvenirs pages
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Data collection
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On the field
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Online: contest flow
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Online: contest flow
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Online: parking flow
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Voucher automatically generated by
the site
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• Results:
• Uplift in sales
• Uplift in brand awareness
• Uplift in brand consideration
• Postive impact of ING image
It was the Summer 2014….
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ING Solidarity Award
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Major action of our Corporate & Social Responsibility policy
Large contest dedicated to all Belgian non profit organizations
The contest has two axes through which Belgian NGO’s can:
Upload their logo and describe their organization on the ING website.
Goal: collect the most votes from the public « Public online
vote » and have a chance to win 1.000€.
Submit a project on the ING website.
« Jury vote » decides which 10 projects will be extra rewarded
with prizes from 2.500 EUR to 10.000 EUR.
Public
Votes
Jury
Votes
Campaign – The concept
A successful concept:
Initiated first in Luxemburg and Germany
3rd edition 2015 in the works
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Campaign – Why, What & Who
Mission of ING to help society grow : strengthens our corporate social responsibility policy
Support the voluntary sector
Reinforces ING’s presence in local communities
All Belgian NGO’s, whatever their size or activity, clients & non-clients
1 Why this project?
3 Who can participate?
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Awareness for our Corporate and Social Responsibility policy: ING goes beyond economics & is a
social driver in society
Community support:
• We want the local associations to be supported by the community thanks to ING
• We want to support specific projects that help society grow
What do we want to achieve?
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Communication channels Direct communication
ING channels
• ing.be
• Home’bank banners
• Posters in branches
• Newsletters (Private Banking, Personal Banking)
Press
Social Media
Internal Communication
• E-mailing
• Intranet
• Screens in main buildings
• Buzz
• Quick News, Retail Newsletters, InfoMana
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The site developed by Selligent
Homepage Subscription
flow
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Voting flow Voting flow
The site developed by Selligent
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A successful initiative!
1435 participating associations have gathered over 250.000 votes
after intensive campaigns on the internet.
Each of the 55 associations selected by internet users won 1.000
euros.
Among 659 projects submitted, the Jury rewarded 15 associations,
with prizes from 2.500 to 10.000 euros.
Public
Votes
Jury
Votes
Results of the campaign
Initial objectives were to attract 200 to 400 participating associations, 100 to
200 submitted projects and to collect 75.000 to 100.000 online votes.
We achieved more than expected:
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Results of the campaign
• Total number of visits on the website www.ing.be/solidarityaward
Subscription flow Voting flow
15.565 641.563
• Online:Almost 25.000 clicks registered to the website
Almost 13.000 clicks delivered for the display bannering
• Positive feedback from the press was unanimous
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• Participating associations shared the ING Solidarity Award contest on their website or through their contact mailing list during the voting period but also before and after the awards ceremony.
• Mobilization on social networks through ING :
– From the contest website: almost 4000 Facebook shares
Results of the campaign: Mobilization on internet & social media
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Video: 3 winners (‘project’ category)
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Foot & Music platform 2015
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Concept
• New platform is available since the 4th of June 2015
• Regroups foot & music events in Belgium
• Fully responsive website
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Site developed by Selligent (desktop)
Foot Music
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Site developed by Selligent (responsive)
Foot Music
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Questions?
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