The Challenge

The main idea behind the creative concept of the campaign was: “Get yourself a ING Student card until 1st December 2008, activate it and you will immediately receive 30ron in your account and you will be registered in the weekly lottery for a laptop.”. We declined it into 2 different concepts: (1) You’re a student, you’re free to do whatever you like!” and (2) “Telegram/Family notice”. For each concept we used gender creative adaptation. The main objective of the campaign was to increase the number of online applications.

The Solution

Although the general target for this product was students, the core target for ING Student card are those students who “left home for college” – they are those who periodically receive money from their parents and are interested in these kinds of products. Students, finally leave on their own, therefore they have these advantages, they manage their own budget and they make their own schedule. After all, they are absolutely free. Obviously, this freedom makes them to missjudge things and make mistakes such as: frequently remain pennyless, lie about the reasons for spending the money (they say they’ve spent it on books, not alcohol, cigarettes, concerts etc.) and skip classes and then work double the time in exam sessions and re-examinations. Throught the campaign we’ve addressed separately for each segment of target by testing two creative concepts each of them addressed function of sex (boys/girls/general).