The Ahaa! moment!
ING
ING
Many customers know ING for their current accounts, but not always for everything else the bank offers. From fraud protection and instant payments to automatic saving and investing. To bring those benefits back into the spotlight, we created Ahaa!: a campaign built around the moment a specific need meets the right ING solution. By translating features into recognizable real-life situations, we showed that ING is not just an option, but often the answer customers are looking for.
The Challenge
ING wanted to increase awareness of its products, features and services among existing customers, while also improving perception among prospects. The challenge was to move beyond product communication and demonstrate how ING helps people solve real-life needs.
Our Approach
We built the campaign around a simple but powerful idea: every great service creates an "Ahaa!" moment. The instant a problem is solved, a doubt disappears or something becomes unexpectedly simple.
Each execution started with a familiar situation and ended with ING providing the answer. Whether it was verifying a potential phishing call or automatically investing spare change, every creative demonstrated a practical benefit rather than a banking feature.
The campaign ran across YouTube, Meta, LinkedIn and TikTok, using channel-specific formats to showcase ING's offering in a fresh and accessible way.
Results
The campaign helped customers rediscover the many ways ING supports them beyond everyday banking. By focusing on customer value instead of product functionality, ING reinforced its position as a bank that understands people’s needs and helps remove friction from their daily lives. The campaign also contributed to a substantial increase in ING’s Net Promoter Score (NPS), indicating stronger customer advocacy and satisfaction.