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October 23, 2007

ING Lion goes crazy

It's called "I need to go", one of the craziest digital campaigns I've seen this year. It comes from Belgium (where they usually do crazy things online) and it provokes exclamations ranging from "bright!" to "silly!" to "wtf???" to "disgusting" to "cool" to "bleah" to "wow". Visit the site and then write down in the post comments what your reaction has been...

I'm impressed by Ing Lion bravery, I think it's quite unusual for a bank to go in this direction. At the same time, if you think about it, it makes perfect sense. They are promoting a free online account, they are probably targeting a young/internet savy audience, so being irreverent and going viral it's the logic wat to go.

Here comes the toilet for my blog... it's free so don't hesitate to use it if you need to...

Congratulations also to the agency, Emakina for the idea.

By: martina // Permalink // Comment(s): (12)
Category(s): Europe, Online marketing, Viral marketing

Comments on this entry

I think its classic. well done ;)

Posted by: davidinbcn at October 23, 2007 06:05 PM

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In my opinion, that's quite excellent because it is so new and so fresh, especially for a bank.

I'm sure that many people will like this campaign...

Posted by: Laurent at October 23, 2007 06:10 PM

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After I visited the site I was relieved.
Will come again.

Posted by: Lieze at October 23, 2007 07:27 PM

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I went 3 times to this toilet yesterday and I have to say... What a nice experience they are offering. Also the dutch 'Oalsters' accent does it for me. Good idea, well executed. Nice work!

Posted by: Tim De Coninck at October 24, 2007 09:20 AM

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Very nice done!
I did not know so far that our neighbours do not wash their hands after..., do they...?
;)

Posted by: pinkinside at October 24, 2007 12:41 PM

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Very funny and original. Going viral is starting to be basilar even for those brands you would never think about, like a bank. Next time what, insurances? tie-and-suit consulting?

Posted by: Ed Wood at October 25, 2007 11:36 AM

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Very nice!

Posted by: Murattx at October 25, 2007 12:09 PM

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this is probably the best site i've seen in a long while.
the self humor, the situation...went through it twice and wrote a post on it.
thanx

Posted by: enjoey at October 26, 2007 03:29 PM

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I think it's funny and well done as well, but a little long. I needed it to stop a few lines into the interaction with the bathroom attendant.

Posted by: Jen at October 26, 2007 04:15 PM

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Love it! The monologue does drag just a bit, but it's the last thing I expected from a bank. An account costing no more than "going to the bathroom for free" online...who knew? Bravo.

Posted by: Morgan at October 28, 2007 08:51 PM

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Very funny indeed. Also typical Belgian!
Nice to see their coop with Paypal develop in such manner : )

Posted by: Jaro at October 30, 2007 12:18 AM

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Nice work, humourous and disturbing as well. Catchy!

we need that here in the south of europe

Posted by: Gonçalo at November 4, 2007 08:59 PM

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