Addressing young people aged twelve to fourteen and their parents, getting them to open an ING Young Person’s Account. This lets parents give their kids all the tools for moving smoothly towards financial independence. A nice start to a new school year.
A campaign with the slogan “A nice move!”. Because having your own account is a step towards a financially sound future. And young people who learn to handle money properly early on have fewer financial issues later. Which makes opening a young person’s account a nice move by the parents as well.
The campaign was rolled out via owned media; StreetView narrowcasting, online homepage, various subpages, e-mail, POS.