Case Study: ING (bank) achieves 30% higher brand awareness and stronger Gen Y engagement with Selligent Marketing Cloud

ING - Customer Case Study

ING, a global bank serving millions and a top-three retail player in Belgium, partnered with Selligent to future-proof its business against a fast-moving digital revolution. Facing the challenge of attracting digital-native Generation Y and Z—who have different financial priorities and prefer online experiences—ING needed a data-driven way to engage younger customers and shift more revenue to digital channels.

ING sponsored music festivals offering free practical services (lockers, phone charging, restrooms, parking and food/drink vouchers) and used on-site registration, viral photo activations, and automated Selligent-driven communications and surveys to capture rich customer data. The campaign drove strong engagement: nearly 30,000 festival visitors, 66,000 online campaign views, 43,000 contest participants, a 20% increase in likeability and 30% lift in brand awareness, while all collected data fed targeted follow-up marketing.

ING