Best Financial Services Integrated Ad Campaign

Consumers started to use digital banking solutions more and more in the world. ING Bank Turkey realized that eventhough consumers use these solutions they are not 100% satisfied with them especially the young people. As a result ING Bank Turkey launched its mobile payment application ParaMara. At the beginning of 2015 ING Bank Turkey became the sponsor of Turkish Basketball Leauge. This sponsorship became focus of our communication. We created a tagline ‘Not everyone is capable of doing everything (you don’t actually have to be an expert of anything); however can use ParaMara very easily’ for ParaMara and used it on our integrated campaign. Our campaign constitutes of TVCs with popular basketball players, radio, social media, digital projects and activities during the basketball games that all giving the same message to the consumers. One of our digital projects was a cross-screen YouTube Masthead application which was a media first in Turkey. Durign our campaign; • ParaMara downloaded more than 60K (exceeding our KPI of 50 download by 20%) • Consumers 87% match ParaMara with ING Bank Turkey • Awareness about the app increases from 25% to 92% • With only one of our projects we had 22,1 million impressions (industry average in Turkey is 18-21 million) and 17,8 million interactions (this is extremely high compared to the other projects’ interaction number) on digital.

Contributors:

Creative Director:	Emine Noyan
Creative Group Head:	Berk Sarper Şenol
Copywriter:	Doğukan Doğan
Art Director:	Emrah Önal
Art Director:	Mehmet Ali Ekmekçi
Brand & Project Management Director:	Gizem Coşkun
Brand & Project Manager:	Eser Yılmaz
ING Bank Turkey Marketing Communications Senior Vice President:	Feyza Tamer
ING Bank Turkey Digital Marketing and Design Vice President:	Sinem Soydar
ING Bank Turkey Digital Marketing and Design:	Saadet Gürpınar

NURUN ISTANBUL

Location: Turkey