Rusu+Borțun amplifies the promotion of the ING Business digital platform

Ovidiu Slavoiu, (Head of Marketing & Customer Experience, Mid Corporate Banking) stated:

“Fifteen months ago, when we launched ING Business, we aimed for our clients to come to the bank only for human interactions that add value. The platform itself has brought the perspective of a new digital experience for our business clients. It’s quite clear, given that 30% of the logins to the application are made via mobile. However, it’s more than just an internet banking solution; it’s a communication channel with clients. In this sense, we also signaled that digital transformation is not just about interacting with an interface.

We understood that entrepreneurs want, both personally and for their business, things to happen quickly, predictably, and safely. Equally important to them is time, which is probably their most valuable resource. ING Business is how we chose to respond to this need, offering entrepreneurs autonomy and control over what truly matters to them: their business.

For communicating these ideas, we enthusiastically embraced the creative concept proposed by our partners at Rusu + Borțun – to talk humorously about serious things – precisely because it brings a good, deeply human emotion. Because yes, we are digitalizing, but human contact is still the one that makes the difference and adds value. And we don’t want to forget about this human aspect in our relationship with clients. Jokes (good and clever ones) and smiles don’t cost. They’re free. For individuals, and for companies.”

Therefore, the collaboration between the agency Rusu+Borțun Cyber Growers and ING Bank aimed at communicating the presence of this platform in the Romanian market, generating awareness for the product, and increasing empathy towards digital banking, both among current customers and potential new clients.

“A second objective we set out to achieve was consistency in the campaign’s promise in relation to the bank’s current positioning – ‘Ready for the next step.’ The premise we started from was that entrepreneurs are exposed to commercial communication even more than the general public, as they also receive direct B2B messages from potential suppliers or partners. This often leads to greater reluctance towards conventional advertising. Thus, we concluded that by tapping into the growing popularity of stand-up comedy in Romania, we could transform the message about the platform and the bank’s digitalization into memorable entertainment,” said Miruna Macsoda (Managing Director Rusu+Borțun).

Thus, the agency generated the concept that lies at the heart of the campaign: going to the bank for routine operations in 2019 is not only outdated, it’s even comical. The campaign was launched in November and is still ongoing.

It began with a stand-up comedy show attended by ING Bank’s current clients and took place at the Apollo 111 Theater. Subsequently, the show was turned into digital content and used as an anchor in the digital amplification campaign. Moreover, the Rusu+Borțun Cyber Growers team felt the need for a tactical branding approach, and as such, developed a dedicated identity specifically for the show.”

Rusu+Borțun Cyber Growers: Marius Tudor, Marc Bortun, Mădălina Panainte, Andreea Crivăț, Liviu Baciu, Miruna Macsoda, Cătălin Rusu.

Partners: Dan Frînculescu, Toma Alexandru, Viorel Dragu, Cristian Sorea (Zenith Media)

The ING Bank team: Ovidiu Slavoiu, Dana Gretcu, Corina Manole, Silvia Dumitrașcu, Mădălina Barbu, Iuliana Rohan, Silvia Jalea, Nona Brosiu.”