ING, Cities in a Click
“Cities in a Click” deliver on ING’s promise of empowering travelers in an equally beautiful and useful way. As a key element of the “World, here I come” campaign, this poster series has helped turn Schiphol into a flagship experience of ING and empower 55 million potential customers, helping them get the most out of their trip.
The campaign has had extremely high qualitative prompted campaign awareness and extremely high qualitative scores on sympathy for the brand.
The “Cities in a Click” posters are part of ING’s new “World, here I come” brand campaign and deliver on the promise of empowerment. Designed for all mobile phones and packed with destination tips, these posters bring the empowerment to life for the 55 million potential customers travelling via Schiphol annually.
Through ING, traditionally one-way out-of-home became an interactive means to provide consumers with useful content. Travelers on their way to boarding their plane are prompted to interact with the posters by taking photographs of the specially formatted illustrations, thus arming themselves with the hottest tips on places to eat, drink, shop, stay, and much more, which they can use at their destination.
By partnering with Lonely Planet, ING ensured that the content of the communication was always credible and extremely targeted to travelers, making it both relevant and utilitarian.
As a final but important authentic touch, ING commissioned local artists to express the culture and style of each city, making each poster uniquely beautiful.
ING bank’s new mission is to empower people to stay a step ahead in life and in business. Empowering people to do what they do best and to realize their own vision for a better future – however modest or grand.
But ING didn’t want to just tell people their mission, they wanted to prove it by literally empowering consumers. Where better to empower people with the confidence to go out and take on the world, than Amsterdam Schiphol Airport, where 150,000 people await new adventures and opportunities every day.
