ING’s Mobile Banking App turns 3 and treats… to APPle pie

12 railway stations never smelled this good: BrandBase treated all ING Mobile Banking clients to apple pie.

17 NOVEMBER 2014, THE NETHERLANDS
Summary
ING’s Mobile Banking App turns 3, and you celebrate a birthday… by treating. Activation agency BrandBase turned the birthday party into a friendly campaign that thanks ING customers for their enthusiastic use and encourages all ‘non-users’ tot start using the app. The agency designed a campaign that combines live communication, advertisement and social media. The central campaign image: a slice of APPle pie.

On November 13, 12 bakers were ready at 12 railway stations. With a cart packed with slices of pie to treat app-users. When presented their ING App, rail passengers got a free slice of apple pie. They continued their tasty journey with a big smile. The same treat was used as a pie chart in an add and on Facebook. Every province got a custom made advertisement with interesting statistics and facts about 3 years of ING Mobile Banking usage in their province. 

ING has 7,4 million customers of whom about 5 million have My ING. You need My ING to use the Mobile Banking App. The app turns 3 this year, and ING wants to celebrate that with its users. ING also wants to encourage friends and non-users to download the app and enjoy the benefits of using it.

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About BrandBase

BrandBase is een fullservice creative agency en werkt onder meer voor Shell, ABN AMRO, WNF, Bijenkorf en Schiphol. BrandBase is grondlegger van brand activation in Nederland: www.brandactivation.com. We maken activerende campagnes die inspireren, beïnvloeden en gedeeld worden. Digital, film, video, promoties, premiums, reclame, sponsoring, PR en events: we gebruiken elk middel om het doel te bereiken. Dat is waar we goed in zijn. En dat is hoe we samen met onze klanten succesvolle merken bouwen. Do instead of talk.

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