ING Bank

The Objective

ING is one of the largest banks in Romania, present on the market since 1994. Looking to increase awareness of the brand and its youth-focused products amongst a whole new audience, ING came to TikTok with a Roblox-themed campaign that would introduce financial education to young people in a native, fun, and totally engaging way.

The Solution

ING wanted to reach young people in a fun and memorable way, encouraging an early interaction with the bank while offering some basic financial education in their own language. Channelling the popular world-building platform Roblox, ING invited users to visit their website to play a unique game with a quirky money-saving twist.

Using in-game footage to create enticing creative, ING promoted their campaign across TikTok with a mix of ads, then worked with creators to produce live game play content that was 100% authentic and totally native.

The Results

The ING campaign performed extremely well. With a target of 5,000 players in the first launch, the brand achieved more than double that figure – enticing over 10,000 young people to the ING Roblox game on their website. With an average watch time of 41.2 seconds, the brand’s content was clearly well matched for their target audience. The campaign also achieved an incredible set of results from the Brand Lift Study, including +14.2% ad recall and +8.2% brand association.