ING Bank, pioneer in online banking in France, has always put technological innovation at the core of its business. But it is also driven by a strong conviction: humans mustn’t lose its place to technology.
On the contrary, because ING is largely digital, the brand puts human relations at the heart of its offer. Built on this notion, ING launched their new brand platform in January 2018, showing that the brand’s services are designed by humans for humans.
ING offers a simple, fluid digital experience as well as quality customer relations, because nothing can replace a human when it comes to giving personalized advice, helping clients in unusual situations, un-addressable by chatbots, or simply listening, showing empathy and consideration.
THE BIGGEST CUSTOMER RELATIONS INNOVATION OF ALL TIME
In order to promote its unique positioning, the brand launched several films in 2018, establishing new communication territory on TV, and through digital activations like #payetonattente (#payyourwait), humorously showing that reaching an ING advisor is fast and free.
To take things further, ING and its agency ROSAPARK present Tom, the biggest customer relations innovation of all time.
“While many brands are becoming more inventive in developing services that automate the relationship, they’re not addressing the fundamental problem, lack of consideration. Because when it comes to helping or advising a client, nothing can replace a human, the only person capable of a constructive and personalized exchange. What was considered standard just a few years ago is now an extraordinary feat, a real achievement. And that’s what ING does with 250 advisors in its client services department,” explains Sacha Lacroix, General Director at ROSAPARK.
“Our objective is to show that ING isn’t like any other bank: ING is a resolutely digital bank, offering the best in online banking, while putting people at the heart of customer relations,” explains Yvon Martin, Director of Marketing and Communication at ING France.
The film, directed by Armand de Saint Salvy, introduces us to Tom, the latest hire in a customer relations department. imitates the style of those that promote the latest major technological innovations. Shot entirely at ING’s premises in Paris, the spot imitates the style of films introducing the major innovations in technology, as we learn about Tom through testimonies from a neuroscience researcher, a director of innovation and a colleague. In the end we learn that Tom is just an ordinary human, just like ING’s 250 advisors.
Credits:
ING
MARKETING AND COMMERCIAL DIRECTOR
Yvon Martin
ADVERTISING AND CONTENT MANAGER
Marine Léoni
ROSAPARK
CO-FOUNDERS
Jean-Patrick Chiquiar
Jean-François Sacco
Gilles Fichteberg
GENERAL DIRECTOR
Sacha Lacroix
ADVISING DIRECTOR
Soraya Cottin
ACCOUNT MANAGER
Caroline Planty
SOCIAL MANAGER
Thibaut Thureau
CREATIVE DIRECTORS
Jean-François Sacco/Gilles Fichteberg
COPY WRITER
Julien Perrard
ART DIRECTOR
Nicolas Hurez
TV PRODUCTION
Thomas Laurent
PRODUCTION HOUSE
Tobago
EXECUTIVE PRODUCER
Nicolas Maman
DIRECTOR
Armand de Saint-Salvy
PRODUCTION DIRECTOR
Olivier Thaon
PHOTOGRAPHY DIRECTOR
Neel Potgieter
DECORATOR & STYLIST
Stéphanie Aujean
POST PRODUCTION
Mc Murphy
SOUND STUDIO
Schmooze
About the Contributor
Theda Braddock is an American who lives and works in Paris. She helps agencies develop their communication and promote creativity, and writes for several publications when she has time.
