ING: magic touch

ING

Objective

ING Belgium wanted to position itself as a challenger with the help of an eye-catching communication campaign in the HR media. The new employer branding had two purposes – in a challenging labour market, they needed to catch the attention of new graduates and that of experienced professionals. Furthermore, they had to strengthen the commitment of the existing personnel.

Approach

Striking images are the guiding light throughout the campaign, while a hint of orange provides the corporate link. The tone setting is positive and straightforward, while the style is playful and surprising. Overall, it is an interpretation of the international guidelines of the group and brings the external image of ING Belgium into harmony with the internal reality of the company. The new campaign was rolled out through a blend of both traditional and offbeat media and communication channels.