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Do not place content in the brand signature area !! ING Orange RGB = 255 -102 - 000 ING Light blue RGB = 180 - 195 - 225 ING Dark blue RGB = 000 - 000.

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Presentation on theme: "Do not place content in the brand signature area !! ING Orange RGB = 255 -102 - 000 ING Light blue RGB = 180 - 195 - 225 ING Dark blue RGB = 000 - 000."— Presentation transcript:

1 Do not place content in the brand signature area !! ING Orange RGB = ING Light blue RGB = ING Dark blue RGB = ING Warm Grey 5 RGB = ING colour balance Guidelines Next Generation Banking ING Employer Brand Campaign Wenka

2 Do not place content in the brand signature area !! ING Orange RGB = ING Light blue RGB = ING Dark blue RGB = ING Warm Grey 5 RGB = ING colour balance Guidelines Even voorstellen 2 Wenka

3 Do not place content in the brand signature area !! ING Orange RGB = ING Light blue RGB = ING Dark blue RGB = ING Warm Grey 5 RGB = ING colour balance Guidelines 3 ING International Talent Programme

4 Do not place content in the brand signature area !! ING Orange RGB = ING Light blue RGB = ING Dark blue RGB = ING Warm Grey 5 RGB = ING colour balance Guidelines 4

5 Do not place content in the brand signature area !! ING Orange RGB = ING Light blue RGB = ING Dark blue RGB = ING Warm Grey 5 RGB = ING colour balance Guidelines 5

6 Do not place content in the brand signature area !! ING Orange RGB = ING Light blue RGB = ING Dark blue RGB = ING Warm Grey 5 RGB = ING colour balance Guidelines Wie? Omschrijf je doelgroep dmv een persona. 6 CharleyDescription Thinks and Feels Global citizen, confident, feels peer pressure, like enjoys freedom, wants to grow Sees A world with opportunities, sees the news, fun content shared by friends Says and Does Digital is way of life, proud of employer, loves sports, outgoing with a sense of humor, in control Hears Bank has negative image, yet still considered cool once you’re “in”. About unemployed friends. About cool international jobs Pains Unemployment, having a bad boss, boredom, lack of personal development and work life balance Gains Wants to be liked and part of a bigger plan. Having a purpose, create autonomy, do cool stuff, personal growth

7 Do not place content in the brand signature area !! ING Orange RGB = ING Light blue RGB = ING Dark blue RGB = ING Warm Grey 5 RGB = ING colour balance Guidelines 7 Change Goethe picture for CUNEF logo (universitiy in Madrid)

8 Do not place content in the brand signature area !! ING Orange RGB = ING Light blue RGB = ING Dark blue RGB = ING Warm Grey 5 RGB = ING colour balance Guidelines Welk speelveld? 8

9 Do not place content in the brand signature area !! ING Orange RGB = ING Light blue RGB = ING Dark blue RGB = ING Warm Grey 5 RGB = ING colour balance Guidelines Bouwstenen van je campagne 9 Strategic insight for the campaign: The economic world is in shambles. And the graduate is part of the first and only generation that has the opportunity to rebuild this economy. He has the opportunity to have impact. And what better place to this, than at a bank. Creative idea: At ING you can be at the root of creating a financially healthy future. This financially healthy future is created by and for the next generation. Campaign Concept: Children (the next generation) always have a lot of questions about everything. Also about money. So each week, we will post a kids’ question on the ING Careers Facebook page, in the form of a short video. The challenge is to come up with an answer simple enough for a child to understand.

10 Do not place content in the brand signature area !! ING Orange RGB = ING Light blue RGB = ING Dark blue RGB = ING Warm Grey 5 RGB = ING colour balance Guidelines 10 Twitter Linked In ING.com Local Facebook pages ING.jobs AIESEC CEMS

11 Do not place content in the brand signature area !! ING Orange RGB = ING Light blue RGB = ING Dark blue RGB = ING Warm Grey 5 RGB = ING colour balance Guidelines 11

12 Do not place content in the brand signature area !! ING Orange RGB = ING Light blue RGB = ING Dark blue RGB = ING Warm Grey 5 RGB = ING colour balance Guidelines Voorbeelden van antwoorden 12

13 Do not place content in the brand signature area !! ING Orange RGB = ING Light blue RGB = ING Dark blue RGB = ING Warm Grey 5 RGB = ING colour balance Guidelines 13 Campagne Stats: Facebook Facebook: Campagne heeft meer dan unieke personen bereikt op Facebook en meer dan total views. Comments/ reactions: over Top 5 Countries: •France •Poland •UK •Spain •Germany Onze campagne posts op AIESEC Facebook page werden 6 keer vaker op doorgeklikt dan de gemiddelde postings van Global Partners.

14 Do not place content in the brand signature area !! ING Orange RGB = ING Light blue RGB = ING Dark blue RGB = ING Warm Grey 5 RGB = ING colour balance Guidelines Earned media en sentiment 14

15 Do not place content in the brand signature area !! ING Orange RGB = ING Light blue RGB = ING Dark blue RGB = ING Warm Grey 5 RGB = ING colour balance Guidelines Hoe kijk ik er op terug; de learnings 15 •Snap je doelgroep •Snap je speelveld, intern en extern •Trust your gut


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