Results and Effectiveness

Two thirds of respondents surveyed recognized ING’s “mega banknote printing machine” in town. 78% also found the message was easy to understand and highly relevant to them. Half of respondents agreed the special built execution made them reconsider their finances which resulted in a rise of over 275,000 new visitors to ING’s website in just one month!

Creative Execution

We brought our message to the busiest shopping strict in Hong Kong where people are in the mindset to ‘spend’ and transformed a giant outdoor billboard into a mega “banknote printing machine” in action. Facing directly a busy shopping mall, millions of shoppers can see the machine printing US banknotes non-stop and questioned them “massive printing in progress, what’s your plan to protect your money” and reminded them about the importance of “Be Good At Money”.

Insights, Strategy and the Idea

ING wanted to reinforce its customer-focused approach by making “money and financial planning” easier to understand and transact as over 89% of Hong Kongers think that anything to do with finance is too difficult to understand and it is only a concern for the rich. We wanted to educate people about the importance of taking care of their personal finances in a more direct and digestible way. Instead of talking in the abstract, we triggered them to re-evaluate what would ultimately affect their finances the most – HK Dollars. We called for people to consider the effect of US Fed’s QE2 policy in Q4 2010 has on their wealth and asset protection. As HK Dollars are pegged to US Dollars, the continued excessive printing of USDs to stimulate economy growth meant that their spending power is weakening against other APAC currencies. It is the time to “Be Good At Money”!