How iProspect’s video-centric campaign for ING landed the 2023 Creative Brand Building Award

Adults between 20 and 40 years old have grown up in a digital world, and they tend to prioritize services with shorter response times, advanced features, and engaging digital experiences. To cater to the preferences of younger generations, ING created Cuenta NoCuenta, a mobile bank account without fees, commitments, commissions, or income requirements.

These young adult demographics have a wide array of digital options to choose from, which can make it challenging to capture their attention. For the Cuenta NoCuenta campaign, ING and iProspect wanted to both educate consumers and leave a memorable impression.

To connect with millennial and adult Gen Z audiences, ING produced Nomads, a documentary that delves into the challenges and lifestyles of these younger generations. The film chronicles a group of young adults who confront economic and social uncertainties in a changing world.

ING's internal research showed that younger generations, having grown up amid economic and employment turbulence, often feel disillusioned about their career and life prospects. They view jobs less as lifelong commitments and more as stepping stones, embracing the changes brought by the digital age. This adaptability earned them the title of modern-day nomads, a group wary of traditional advertising and hungry for genuine, relatable content.

ING and iProspect, understanding this desire for authenticity, focused on creating content that resonated with these diverse experiences. Nomads showcased different lifestyles of young adults, using real stories and testimonials to build a connection with ING’s intended audience.

To promote the documentary, iProspect first made Nomads available to stream on Prime Video, which positioned the film in front of a large audience. They promoted the documentary across multiple video offerings, including Amazon DSP, Fire TV ads, and Twitch ads. As more people viewed the ads and watched Nomads, iProspect pivoted the campaign to spotlight ING’s new product, Cuenta NoCuenta.

Drawing from the visual aesthetics of the documentary, iProspect crafted audiovisual content that highlighted the product’s benefits. The transition between the two phases encouraged viewers to connect the flexible, digital-first features of Cuenta NoCuenta directly to the relatable narratives of Nomads. This helped ING engage with their audience on a deeper level.

From September to November 2022, ING saw 220,000 visits to the Nomads landing page and 912,000 visits to the Cuenta NoCuenta landing page.¹ The campaign successfully engaged 98% of ING’s intended audience: young adults between 20 and 40 years old in Spain.²

ING also saw a notable uptick in brand perception measured through a Nielsen Expanded View Brand Lift Study, which provided insights on brand favorability and creative perception. Results showed an increase of six percentage points in favorability and an increase of five percentage points in brand awareness.³ Nomads particularly resonated with consumers, garnering the highest creative rating for any ING campaign. It received a score of 7 overall, and a rating of 7.6 for individuals under 30 years old.⁴

The results didn’t go unnoticed. iProspect’s effective work with ING is why they won the 2023 Creative Brand Building Award.