Case Study: ING Belgium achieves record social engagement and millions of impressions with Selligent Marketing Cloud

ING - Customer Case Study

ING Belgium, part of the ING Group and sponsor of the Belgian national football team (the Red Devils), wanted to generate mass buzz and deepen fan engagement during the European Championship qualifying round. The challenge was to create a playful, integrated campaign that drove real-time conversation across web, mobile, print and social while reinforcing brand affinity.

Partnering with Selligent, ING built a prediction site, a fan call center and a Twitter conversation under #Ready4France, supported by billboards and 20,000 red Parisian-style street signs distributed for fan selfies. The cross‑channel, dynamic-content campaign delivered 4.7 million contacts at €0.06 per contact, produced millions of impressions, achieved a record 5% Twitter engagement rate and made fans 2.5× more likely to switch to ING.

ING

Benoit Pirotte

Head of Online Coordination