ING launches interactive project at University Square as part of new ad campaign

ING has rolled out a new innovative campaign to make more people opt for this bank when receiving their wages.

The project, based on the creative concept created by Headvertising, was implemented with the help of Euromedia and Zenith Romania.

To communicate the idea of the new card that has no taxes and commissions, the creatives came up with the virtual dog Leutu.

Everybody that reaches the bus station at Universitate until April 23 can take Leutu to a virtual walk until the closest ING branch.

“Our target is preoccupied with technology and innovation, therefore we decided to have the guts and bring the digital work in the street. The results surprised us in a beautiful manner and the passing people’s reaction confirmed us that the effort was all deserved for the whole team,” said Andrei Constantinescu, online campaign specialist for ING Bank.

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In the first week of activity, over 1700 strollers interacted with the virtual dog.

“We’ve built the bus shelter with a combination between a virtual walking dogs’ trail and a GPS based on barking. Therefore, anyone that wants to get to the closest ING office has to let itself be guided by Leutu and be careful, before everything, at the crosswalks,” said Vasile Alboiu, chief creative officer of Lowe Group.

The ING animal trainer team was formed of: Cristina Micu (marketing & customer strategy), Erna Vitalariu (marketing manager – current & account & payments), Andrei Constantinescu (online campaigns specialist), Mona Tufeanu (senior. BTL specialist), Dana Gretcu (digital marketing manager), Viorel Ruse (manager marketing strategy).

Leutu’s Profero trainers’ team was made of: Vasile Alboiu (chief creative officer), Christiana Zodilă (copywriter), Vlad Hurjui (senior art director), Ana-Maria Ghiurca (client service director), Valentin Nenu (account director), Marina Badoi (account manager), Camelia Dobre (junior account executive), Catalin Ungureanu (project manager) and Vlad Emandi (motion graphic designer).

Romanita Oprea