Best Bank Social Media Campaign

ING Bank Turkey is aiming to increase consideration rates for loan usage with competitive interest rates supported with consistent communication in multiple channels. The main product message focuses on a more familiar, close perception of the brand by the customers: “You don’t need to have an acquaintance for advantageous loan offers at ING Bank Turkey”.

ING Bank Turkey advertises weekly special loan offers through Survivor Turkey - TV broadcast sponsorships. Adding a twist to the campaign, on May 26th, the loan offer was announced to be determined by Twitter users during Survivor broadcast.

Customers are given the opportunity to reduce the interest rate from 0,88% to 0,48% by tweeting for #uptomytweet. «The more you tweet, the lower loan interest rate» became the highlight conversation during the day on Twitter. Preliminary interest rate of 0,88% and lowest possible result of 0,48% at 10K tweets is mentioned.

Conversation by influencers and promoted tweets drove excitement on the medium. As users tried to decrease the interest rate, updates were given from ING Bank's social media accounts.

The final offer was announced at 23:10 on Survivor and Acun Ilicali called for special loan offer with 0,58% interest rate. The promotion was supported during the week by TV ads covering Twitter campaign and digital media.

Results are following;
● 28K trend mentions of #uptomytweet
● 7.5K trend mentions for campaign ( 21:00-23:10)
● 11.6% engagement rate
● 52.3% increase in consumer loan sales
● 307 new followers

Contributors:

Marketing Communications -Vice President:	Elif Usta
Digital Marketing Communications - Ass. Vice President:	Safak Erkol
Digital Marketing Communications - Specialist:	Saadet Gurpinar

ING BANK TURKEY

Website: ingbank.com.tr

Location: TURKEY

About the Agency:

Ranking among the largest global finance corporations, Netherlands-based ING Group has been offering a wide range of products and services to individual and corporate customers in the areas of banking, investment, life insurance and pension services for 150 years. With over 93 thousand employees, ING provides services to more than 66 million individual and corporate customers in over 40 countries in Europe, North and South America, Asia and Australia. In addition to its experience, expertise and excellent service approach, the Group also takes strength from its global scale that meets the needs of a wide customer base consisting of individual customers, SME's, large-scale companies and organizations. Acting with an innovative, accessible, transparent and convenience-oriented banking approach in Turkey, ING Bank operates with the priority of providing the customers with the right solutions at the right time. As a member of a global-scale financial group, ING Bank Turkey brings the best practice examples to our country with its experience in serving a wide customer base in various geographical regions, while also aiming to add to its international accumulation the experience it will acquire in Turkey where it operates with the motto "Your money is valuable here".