Case study
How ING diversified their audiovisual strategy to reach young adults with Amazon Ads
When financial institution ING launched their new product, Cuenta NoCuenta, a bank account dedicated to serving consumers ages 18 to 30 in Spain, they decided to start from the customer to create an ad campaign that would resonate with this audience.
ING knew that customers, especially young adults, are increasingly difficult to reach due to the growing number of touchpoints and changes to traditional advertising. That’s why the bank decided to stay agile, adaptable and customer-focused.
When creating the concept of the launch, ING had a vision to learn as much as they could about these Gen Z adults and younger millennials, rather than telling them what they needed to do or think. Understanding this cohort was fundamental to build trust and credibility, so ING produced a documentary starring actor Ingrid García Jonsson that reflected how this generation lives, including how they face labour and social uncertainties and how they can get ahead in a changing environment.
Diversifying ING’s audiovisual strategy to reach their audience
ING wanted to understand and gain the trust of the 18-to-30 age group. They also aimed to diversify their audiovisual strategy, reaching the young adults where they spend their time. With this goal, ING produced a documentary, Nómadas, on the digital nomads who travel freely while working remotely using the internet and technology.
ING’s media agency, iProspect, choose Amazon Ads to launch the documentary and the Cuenta NoCuenta campaign.
“We choose Amazon Ads because of its audiovisual product offering, together with the level of insights they are able to provide and activate,” said Sandra Ugena, general director at iProspect. “Amazon Ads offers a unique set of audience insights that helped us reach relevant audiences and drive engagement. Additionally, working with Amazon Ads helped us navigate and explore many options due to the available mix of services.”
Amazon Ads worked with Prime Video to add Nómadas to the Prime Video catalogue, and proposed a full Amazon Ads audiovisual approach with display, video, Fire TV and Twitch activations, including the Feature Rotator placement. This made ING the first financial service to use such placement in Spain.
The first phase focused on the documentary, which was distributed through different channels like Prime Video. It also shone a light on the media campaign, which went live through a mix of touchpoints to increase awareness and generate engagement with the content.
In a second phase, ING launched Cuenta NoCuenta and linked it to the documentary.
Amazon Ads used a combination of different formats to raise awareness and drive consideration, and tailored the message in each channel.
The Twitch team, for example, developed an activation that brought the concept of the campaign to their audience, making it relevant to the community. The idea was to match a big streamer, Espe, with an aspiring streamer, DaniKongi, to help make his streaming aspirations a reality. The objective was to introduce the aspiring streamer to a bigger community, testing his livestreaming and entertaining skills and, of course, watching some fragments of the documentary together with the audience, to open a discussion about professional dreams, life as digital nomads and streaming. DaniKongi completed a series of challenges representing the nomadic spirit on Twitch. ING rewarded him and his community with subscriptions, funding his dream of becoming a true digital nomad. This was the first-ever sponsored livestream for a bank in Spain.
Overperforming all benchmarks
Thanks to the careful planning that combined a brand content strategy and a media mix focused on the client, ING achieved great results: There were 4.7 million views of the Nómadas trailer and 120K visits to the documentary on Prime Video. 1
The Cuenta NoCuenta campaign got a 48% video completion rate in Fire TV, outperforming benchmarks. The Twitch livestream generated 79.8K viewers and 1.3K messages. 2
Amazon Ads also conducted a Nielsen brand lift study to measure brand awareness and the effectiveness of these initiatives: The campaign overachieved Nielsen’s benchmarks in terms of favourability (+6%), recommendation (+5%) and consideration (+3%). 3
There might not be a secret formula to create the perfect campaign. But ING mixed two elements that every brand should consider when creating a campaign: a deep knowledge of their customers, and services that allow them to tell their story through innovative ad experiences. This helped create powerful content and formats that resonated with their audiences and, in the end, drove effective results.
1Amazon internal data
2Amazon internal data
3Nielsen brand lift study, based on Amazon Ads campaigns in Spain. Base: Who knows the brand: (307); Exposed (391).