Title	SCHIPHOL AIRPORT, WORLD HERE I COME
Brand	ING
Product/Service	FINANCIAL SERVICES
Category	A04. Use of Outdoor
Entrant Company	ING Amsterdam, THE NETHERLANDS
Advertising Agency	TBWA\AMSTERDAM Amsterdam, THE NETHERLANDS
Advertising Agency 2	TWO FISH Amsterdam, THE NETHERLANDS

Name	Company	Position
Nanne Bos	Ing	Head Of Global Brand Management
Wenka Booij	Ing	Manager Brand Direction
Sandra Prins	Ing	Sr. Brand Engagement Manager
Ben Hartman	Tbwa	Executive Creative Director
Julian Rivas Toro	Tbwa	Global Brand Leader
Julian Rivas Toro	Tbwa	Global Brand Leader
Rik Ledder	Tbwa	Managing Director
Rik Ledder	Tbwa	Managing Director
Kasia Jagodzinska	Tbwa	Account Executive
Kasia Jagodzinska	Tbwa	Account Executive
Russ Pinney	Twofish	Managing Director
Russ Pinney	Twofish	Managing Director
Kit Ballantyne	Twofish	Creative Director
Kit Ballantyne	Twofish	Creative Director
Gerrit Basson	Twofish	Creative Director
Gerrit Basson	Twofish	Creative Director
Temar Biratu	Tbwa	International Account Director
Temar Biratu	Tbwa	International Account Director
Johan Van Der Zanden	Ing	Head Of Communications Nl
Johan Van Der Zanden	Ing	Head Of Communications Nl

Brief Explanation

ING’s new strategy is about empowering people to stay a step ahead in life and in business. To communicate this new purpose, we chose Amsterdam Schiphol Airport- a perfect location for ING’s clients, who, according to research, are open for other cultures, curious, and travelers. The “World, here I come” campaign idea came from the aspiration to make Schiphol a physical embodiment of this positioning. Instead of just communicating the purpose, we chose to demonstrate ING’s real utility for their customers. This approach allowed ING to deliver on their brand promise and prove how they literally empower their customers.

Results and Effectiveness

The campaign directly reaches 55 million potential customers annually at the airport, and truly empowers them. After two months: • Extremely high qualitative prompted campaign awareness • Extremely high qualitative scores on sympathy for the brand • 15,000 photos shared • 25 selfies taken/hour • 100+ downloads/day in business lounges • 7835 clicks on shared photos and 2160 downloads – potential 83,913 reach • ING had requests to bring the concept to other airports! Since there were no business objectives on sales level, sales results are not relevant.

Creative Execution

“World, here I come” is about confidence, reaching for your goals however big or small. Campaign activities are personal, fun, and always stay true to ING’s purpose: • 180+ air bridges deliver ING’s message as people arrive/go out into the world • Selfie window stickers/digital selfie billboard inspire people to share their stories • 50+ ING workstations literally deliver 500kW of empowerment every day • Business travellers stay a step ahead with up-to-the-minute business insights in lounges • Cities in a Click posters in air bridges allow travellers to explore destinations, using lonely planet content.

Insights, Strategy and the Idea

55 million passengers travel through Amsterdam Airport Schiphol annually. They are about to start a journey, be it in their personal life or professional career. While ING normally runs local campaigns, this was an opportunity to reach retail and business target groups from all nationalities in 1 place. To reach this wide audience, we’ve created an integrated campaign that used media- in the airport gates, lounges, airbridges as well as an outside billboard and B2B screens - that allowed not only to communicate the message, but armed travellers with relevant information and let them create and share their own content.