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.

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 the leading brand activation agency in the Netherlands. We create and produce brand activation campaigns, premiums, events, websites, displays, video and radio commercials for Shell, ING, Marktplaats, KPN, Meeùs and many other clients.


Brand promises are more quickly debunked than they were before. People want proof. Stating a claim is simply not enough; it must be backed up by evidence. That is why BrandBase has turned traditional advertising on its head and always takes evidence as its departure point. We are convinced this is the way to make brands stronger, but only if the evidence is communicated effectively. A case in point is our Shell V-Power Looping.