The Challenge

The product was available only for non ING clients and the problem was how to maintain ING Cont’ROL the main product in the portfolio and not to be cannibalized by ING WebCard. The deliverables were: strategy for acquisition of new clients via Internet and creative proposal for online launch campaign to build emotional ties, intensify contacts with customers, motivate to interact and indicate their needs.

The Solution

First step was to made user to understand the difference between classic shopping and online shopping. We made a contest shopping – a funny shopping game with co branding prizes with Orange Romania: laptop with mobile net for free, the perfect kit for online shopping.

The communication tool was direct response banners campaigns (CPL) via Arbomedia, HttPool, Yahoo, Grup Realitatea Catavencu.

We also used an unconventional tool – Second Life Virtual Bucharest. Second Life is a free 3D virtual world where users can socialize, shop, connect and create using 3D avatars, free voice and text chat.