For ING, influencers’ financial stories become an excuse to bring up financial topics that stress Poles the most when talking to friends or family. The bank focuses on the true stories of the heroes, which will become the dominant idea of the platform and which other internet users can learn about as well.
Our “Let’s Talk About Money” initiative is of a social nature. Its ultimate goal is to encourage young people to talk openly about money. This is the first and important step, thanks to which young people can begin to better understand their finances, consider their home budgets and consciously plan their expenses. – confirms Barbara Pasterzyk, Bank Director in charge of Marketing Communications at ING Bank Śląski.
ING educates about finances
The plans include six months of intense communication in the form of several minute episodes. The choice of topics is not accidental – these are the most difficult issues and generate the most tension during conversations or even avoided altogether. The first topic discussed is setting your expectations when we share common bills, eg going out to town. The next episode is devoted to the topic of debt returns between friends.
The Fantasyexpo Agency is responsible for the creative concept of the campaign as well as the selection and contracting of creators, while the production company RHYTHM and Fantasyexpo are responsible for recording and post-production. The initiative was created with the participation of GONG Agency and the MullenLowe Media Hub