Rosapark Amps Up the Action for Thrilling ING Bank Ads
According to an OpinionWay poll (December 2017), 86% of French people find it increasingly difficult to get a hold of someone in client services. Nearly half of those surveyed felt like they were viewed as numbers on a sheet.
With this in mind, ING Direct, with the help of its new agency Rosapark, wanted to communicate their conviction, that the more digital we are, the more important it is to put human relations at the heart of banking.
Rosapark’s purpose was to illustrate this new client/bank relationship 'ING Style'. “We chose to illustrate an emblematic moment in this relationship, the moment when a client calls the bank – and to do so in a surprising and spectacular manner. It’s a way to set them apart from competitors as well as to revive the brand’s advertising DNA, which is atypical, uninhibited and zealous,” explains Sacha Lacroix, Managing Director at Rosapark.
Each film in the new campaign features a phone conversation between an ING Direct advisor and a client in dire straits. Each call is related through an allegory of how the client perceives their urgent scenario and the fact that the right answer, at the right time, can save their life.
"The agency created different rescue scenes from action/adventure films, which illustrate these conversations. The scenarios are strong, almost Hollywoodian, and purposefully exaggerate the situations expressed in the phone call," explains Jean-Francois Sacco, co-founder and Creative Director of Rosapark.
The films, directed by Nalle Sjöblad through BIRTH, are a mix of live action images and integrated 3D, giving the films a cinematic feel. All of the usual action movie elements are present in the films, in their precision, realism, and in the most minute details, giving you the sense you’re watching a blockbuster movie, with an entertaining story and palpable tension.
The cinematic character is further reinforced by the music, which was specially composed (Laurent Perez Del Mar) and recorded by an orchestra.
