ING, one of the largest banks in the Netherlands, is introducing a new campaign concept in which the bank shows how customers can use ING’s services. And above all: how good that feels for the customer. The first campaign is about the solution ‘Check the call’. With this in-app solution, you can immediately see if ING is calling you. It is a tool in the fight against bank helpdesk fraud, which is done by scammers who pretend to be employees of the bank. In television advertising and online videos, we see a lady who discovers in this way that she is talking to a scammer. She deals with this in her own way.
The new concept distinguishes itself by a simple construct in which ING offers one solution per campaign that helps directly with money matters.” Check the call’ is the first concrete solution within this new platform. This functionality in the ING Mobile Banking App makes it easy for customers to check whether ING is actually calling, so that they do not fall prey to scammers. And with success, because since its introduction, the number of bank helpdesk frauds among ING customers fell by 43% in 2024. 78% of ING customers indicate that they feel more resilient against fraudsters thanks to the feature. The number of fraud attempts has decreased due to higher use of the feature because of this campaign as well.
Optimistic approach
ING’s smart solutions boost your financial self-confidence. From very recognizable everyday needs and motivations around money, the campaign shows in a tangible way what ING has to offer you and how good that feels when you have more options. No grand promises or emotional drama, but pragmatic solutions for your money, and the benefit it gives you. The campaign comes to life through a 360 approach, from television advertising and online video to social media and own resources. Watch the ‘Check the call’ online video here: https://youtu.be/2rMOCMRNk04 .
Credits Bureau: TBWA\NEBOKO | Production: Better Call Sol, MAKE, Kapsalon, De Grot, Bibian Bingen (Photography) | Music: MassiveMusic |Media: Initiative, DEPT®
The campaign has been well received, even the Police in the Netherlands are happy with this campaign and ING’s efforts to create awareness and combat fraud.
