ING Locker Wall

Je viens de tomber sur ce petit cas très intéressant réalisée par ING Direct, la banque en ligne, lors de l’EURO 2012.

La banque, qui n’était pas sponsor de l’événement, voulait émerger au niveau européen et notamment auprès de ces pays clés : l’Allemagne, l’Espagne, l’Italie et la Pologne et valoriser la notion de service, l’un des fondamentaux de la marque.

Pour prouver, ING Direct a monté le « ING Locker Wall », un mur rempli de casiers de 25 mètres de long et de 10 mètres de haut, libre d’accès pour tous les supporters venant assister aux matchs de l’EURO 2012 dans le fan park de Gdansk, mais aussi dans un centre névralgique de Francfort. Une hauteur suffisante pour faire émerger la marque et assurer la mémorisation via le service et bien évidemment la couleur d’ING Direct.

Ci-dessous le cas de l’ING Locker Wall, une belle opé d’ambush utile par ING Direct, une idée présentée fut un temps à une autre marque qui a la même couleur qu’ING Direct mais qui elle fut partenaire de l’EURO…


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