LOG IN

European Sponsorship Association

the essential and inclusive community for all professionals working in sponsorship

  • Awards
    • ESA Awards
      • 2024 ESA Awards
        • Ceremony
        • FAQ & Dates
        • Categories
        • Judges
        • Partners
      • Previous ESA Awards
        • Winners & Shortlist
        • ESA Best of Europe Hall of Fame
        • Case Studies
        • Photos
        • Videos
    • ESA Fellowship
  • Resources
    • Case Studies
    • Research & Best Practice
    • ESA Sponsorship Market Overview
    • Sustainable sponsorship
    • Policy Papers
    • Event Resources
    • Suppliers
  • Events
    • Upcoming Events
    • Past Events
    • ESA Member Round Tables
  • Professional Development
    • Qualifications
      • ESA Diploma
      • ESA Sponsorship Sales Certificate
      • ESA Leaders Programme
    • Careers advice
    • Jobs
  • News
    • ESA News
    • Member News
    • Blogs
    • Annual Newsletter
  • Join ESA
    • Join ESA
    • Our Members
  • About
    • Who We Are
    • What We Do
    • Contact
AWARDS
  • 2024 ESA Awards
    • Ceremony
    • FAQ & Dates
    • Categories
    • Judges
    • Partners
  • Previous Awards
    • Winners & Shortlist
    • ESA Best of Europe Hall of Fame
    • Case Studies
    • Photos
    • Videos

ING Sponsoring Activation “Manager of the Year 2019”

What does COE’s, ING and English bulldogs have in common?

They were all invited to the Manager of the year 2020 ceremony ! The yearly place to be event for Business networking in Belgium.

As a partner of Roularta, the initiator of the ceremony, we used our rights as a sponsor in an unexpected way in an environment where it is often thought that there is no easy way to activate apart from inviting people, place some visibility and a gift in a goodie bag.

It all started from an unexpected visual in a B2B context use in an ING advertisement, a dog wanting to walk “out of the box” through the cat flap of his home. It illustrated the new 2020 tagline and strategic approach of the brand, called “do your thing”.

Dogs activated it in a daring and disruptive way by a “surprising welcome”,  an “unexpected portraits gallery” and a close interaction between ING and the CEO’s.

Our goal? Positioning ING as a daring and disruptive brand in a very formal financial world. A trough partner besides the “opportunity seekers”, “future thinkers” and “change makers” which are the COE’s in these challenging time’s.

Have we reached the goal? We can already told you that the dog’s opened the discussion!

  • Terms of Use
  • Privacy Policy
  • ESA Code of Conduct

© 2023 European Sponsorship Association · Return to top · Log in