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行李
案例简介：荷兰第一家金融集团荷兰国际集团 (ING) 的银行和金融市场陷入混乱。当时在法国完全不为人知，该集团在 3月21日推出了一项名为 ING Direct 的网上银行服务。以独特的质朴而有效的产品，Epargne Orange, ING Direct 打算引诱 14% 的法国人，当 70% 的法国人说他们希望在未来至少和今天一样多的时候，他们宣布对这样一个提议感兴趣。(研究益普索/ING 直接，2000年3月) "。 目标 * 区分竞争对手的产品。 * 走出银行的广告世界 * 体现省钱的变化 (“你的钱快乐的地方”) 哲学/解决方案 战略 通过将诱惑和信念的手段 (广告、直接营销) 混合在一起来创建一个操作机制，以便立即了解信息请求。三个电视节目的变化。媒体宣传活动 (广告插页和整页): 杂志、经济和人民。三年启动预算: 100 欧元。 结果 * 到 8月底: -开户数量: 20000 -未偿还的贴现账单: 457 欧元 今年的目标是拥有 50 000 名客户，筹集 762 欧元的资金。 对所传递的信息有良好的感知，同时可以建立品牌及其产品的形象。 全球臭名昭著的直接和橙色: 2000年5月 6%。 电视活动的激励价值: 33% (标准: 22%)。对信息的良好感知
行李
案例简介：ING, the first Dutch financial group, arrives on a disrupted banking and financial market. Totally unknown in France at the time, the group launched on the last 21st of March an online banking service under the brand ING Direct. With a unique plain and effective product, Epargne Orange, ING Direct intends to seduce the 14% of French people who declare to be interested by such a proposal when 70% of French people say they want to spare in the future at least as much as today. (Study Ipsos/ING Direct, March 2000)". Goal *To distinguish from rival products. *To emerge out of the advertising world of banks *To embody the change in saving money("The place where your money is happy") Philosophy/Solution Strategy To create an operational mechanics by mixing together means of seduction and of conviction (advertising, direct marketing), in order to immediatly mesure the requests for information. Declension in three TV spots. Campaign (advertising insert and full page)in the press: magazine, economical and people. Launching budget for three years : 100M Euros. Results *By the end of August : -Number of accounts opened : 20000 -Outstanding discounted bills set down : 457M Euros The goal is to have this year 50 000 customers for a 762 M Euros fund raising. Good perception of the messages delivered which can build at the same time the image of the brand and of its product. Global notoriety ING Direct and Epargne Orange : 6% in May 2000. Incentive value of TV campaign : 33% (standard : 22%). Good perception of the messages
Luggage
案例简介：荷兰第一家金融集团荷兰国际集团 (ING) 的银行和金融市场陷入混乱。当时在法国完全不为人知，该集团在 3月21日推出了一项名为 ING Direct 的网上银行服务。以独特的质朴而有效的产品，Epargne Orange, ING Direct 打算引诱 14% 的法国人，当 70% 的法国人说他们希望在未来至少和今天一样多的时候，他们宣布对这样一个提议感兴趣。(研究益普索/ING 直接，2000年3月) "。 目标 * 区分竞争对手的产品。 * 走出银行的广告世界 * 体现省钱的变化 (“你的钱快乐的地方”) 哲学/解决方案 战略 通过将诱惑和信念的手段 (广告、直接营销) 混合在一起来创建一个操作机制，以便立即了解信息请求。三个电视节目的变化。媒体宣传活动 (广告插页和整页): 杂志、经济和人民。三年启动预算: 100 欧元。 结果 * 到 8月底: -开户数量: 20000 -未偿还的贴现账单: 457 欧元 今年的目标是拥有 50 000 名客户，筹集 762 欧元的资金。 对所传递的信息有良好的感知，同时可以建立品牌及其产品的形象。 全球臭名昭著的直接和橙色: 2000年5月 6%。 电视活动的激励价值: 33% (标准: 22%)。对信息的良好感知
Luggage
案例简介：ING, the first Dutch financial group, arrives on a disrupted banking and financial market. Totally unknown in France at the time, the group launched on the last 21st of March an online banking service under the brand ING Direct. With a unique plain and effective product, Epargne Orange, ING Direct intends to seduce the 14% of French people who declare to be interested by such a proposal when 70% of French people say they want to spare in the future at least as much as today. (Study Ipsos/ING Direct, March 2000)". Goal *To distinguish from rival products. *To emerge out of the advertising world of banks *To embody the change in saving money("The place where your money is happy") Philosophy/Solution Strategy To create an operational mechanics by mixing together means of seduction and of conviction (advertising, direct marketing), in order to immediatly mesure the requests for information. Declension in three TV spots. Campaign (advertising insert and full page)in the press: magazine, economical and people. Launching budget for three years : 100M Euros. Results *By the end of August : -Number of accounts opened : 20000 -Outstanding discounted bills set down : 457M Euros The goal is to have this year 50 000 customers for a 762 M Euros fund raising. Good perception of the messages delivered which can build at the same time the image of the brand and of its product. Global notoriety ING Direct and Epargne Orange : 6% in May 2000. Incentive value of TV campaign : 33% (standard : 22%). Good perception of the messages
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基本信息
- 广告战役： #ING Direct-影视-8be3#
- 广告品牌： ING
- 发布日期： 2000-03-21
- 行业领域： 律师事务所 , 商务服务 , 金融/证券
- 媒体类别： 短视频
- 广告语言： 法语
- 媒介平台： 网络
- 获得奖项：
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ING Direct, the place where your money is happy.
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