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!