After 10 years of activity in Italy the objective was to demonstrate and reaffirm Ing Direct as a "revolutionary" bank, always in touch with people. The target was all the Italians that were living a peculiar economical, political and social situation. In these terms, Ing Direct wants to demonstrate to prospects that it is a "different" bank close to people that wants to change the situation. The strategy was to let people be protagonist of this change, engaging them in delivering projects and ideas through the support of an incubator.
“Be Part of the Change” is a digital platform with the aim to ride and stimulate social and economic change. First, by helping small start-ups, through a substantial cash prize, and then by promoting a “change” in people’s attitudes and behaviors, through an innovative social game using all the potentiality of social networks in order to give voice to people.
The platform generated great results both in terms of media coverage and business results. In particular, at the end of the project there were 564 projects uploaded, more than 1500 individuals involved in the star-up projects, more than 13.000 good deeds done and, more important, + 65% increase in new accounts compared to the previous year.
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