Start like a lion
ING
ING
ING had only 6-8% market share among new starters in Belgium, a tough spot when competitors were offering dedicated starter services. So instead of just telling entrepreneurs ING was a great partner, we gave them something tangible: free advertising to help launch their business. A campaign that found customers for ING by finding customers for its customers.
The Challenge
New entrepreneurs rarely put ING on their shortlist. With low brand consideration among starters and competitors pulling ahead on dedicated services, ING needed to reposition fast and give starters a compelling reason to choose them before January's peak sign-up season.
Our Approach
We put 500 young entrepreneurs on the map across 20+ Belgian cities, using ING's own media presence to promote their businesses locally. Starters who signed up received free advertising through DOOH, online banners, Spotify spots and social ads, geo-targeted to reach their potential customers exactly where they were. A €200K media plan across six to eight weeks served a triple purpose: recruiting starters for ING, finding customers for those starters, and boosting the local economy.
Results
In just five weeks, the campaign drove 1,229 digital onboardings for self-employed accounts (+64% vs. the same period last year) and 316 for legal entity accounts (+351%). Website visits to ING's starter pages jumped by 73K. With 85 entrepreneurs already participating and numbers climbing week over week, the campaign delivered a genuine triple win.