The ING campaign titled "Skateboarders," launched in Belgium at the end of 2016, leverages a montage format to subtly reinforce the brand’s role as an enabler of personal and entrepreneurial projects. By focusing on the story of Victor and his skateboarding initiative, the campaign positions ING as a supportive financial partner that encourages and facilitates individual aspirations and efforts. The brand proposition centers on ING’s promise to empower customers by providing the financial tools and confidence needed to realize their ambitions, underscoring a narrative of trust and practical support within the finance sector.
From a market strategy perspective, the campaign employs a localized, human-centered storytelling approach to connect emotionally with a younger, perhaps more dynamic audience interested in creative or community-oriented projects. By selecting skateboarding—a symbol often associated with youth culture, passion, and perseverance—the campaign taps into values of determination and innovation, aligning them with ING’s financial services. The use of a montage format enhances this by showcasing progress and diverse moments, reinforcing the idea of ongoing development and achievement. Furthermore, launching the spot as a New Year’s greeting situates the brand within a context of new beginnings and future planning, which resonates with audiences at a time traditionally associated with goal-setting and fresh starts. Although the digital engagement metrics suggest modest reach, the campaign’s targeted emotional connection reflects a strategic attempt to distinguish ING within a competitive financial market through culturally relevant, inspirational content.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign centers on Victor’s “sympathieke project,” wishing viewers luck with their own projects in the new year. The genre “Montage” and the portrayal of skateboarders suggest a collection of scenes featuring a relatable young protagonist or group. No explicit problem/solution or story-driven arc is suggested, nor are symbolism, celebrity, parody, or side-by-side product demonstrations apparent from the meta data. Instead, the work seems to draw a direct association between the audience's ambitions and ING’s supportive role, showcasing lifestyles viewers can identify with or aspire to, perfectly fitting the Associated User Imagery format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. BNP Paribas Fortis – Positioned as a leading Belgian bank focusing on personalized customer relationships and financial expertise, BNP Paribas Fortis emphasizes innovation and sustainability to build trust and long-term loyalty among retail and corporate clients.
2. KBC Group – KBC differentiates itself with a strong digital banking platform tailored to retail, SME, and corporate clients in Belgium, highlighting customer-centric solutions, convenience, and integrated insurance offerings.
3. Belfius Bank – As a Belgian federal bank, Belfius leverages its close ties to the local community and public sector, promoting stability, corporate social responsibility, and comprehensive financial services including digital transformation initiatives.
4. AXA Bank Belgium – AXA Bank positions itself as a reliable and innovative bank combining traditional financial services with strong insurance expertise, focusing on secure savings, mortgages, and personalized advice for private and business customers.
5. Crelan – Crelan sets itself apart with a cooperative banking model targeting retail and agricultural sectors, emphasizing customer ownership, transparent pricing, and community engagement alongside competitive digital banking products.
Q: What is Skateboarders about?
A: Skateboarders is a professional campaign created for ING by the agency Serviceplan and launched in Belgium in 2016. The campaign is centered on a film that follows Victor and his optimistic skateboarding project, using his story as a vehicle to wish viewers success with their own ambitions for the new year. Delivered in Dutch, the film leverages authentic, relatable storytelling to connect emotionally with its audience, positioning ING as a supportive partner in personal growth and achievement. The campaign stands out in the finance sector for its human-centered approach and focus on empowering customers.
Q: What creative device does Skateboarders use?
A: Skateboarders employs the FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard's 12-format taxonomy. This creative device centers on showcasing a user profile—in this case, Victor and his skateboarding initiative—that the target audience can relate to or aspire to. The montage format presents a series of genuine, everyday moments that reinforce the campaign’s message of ambition and perseverance. By focusing on relatable characters and their journeys, the campaign forges a direct emotional link between ING’s financial services and the audience’s own aspirations.
Q: What is the campaign proposition for Skateboarders?
A: The campaign proposition for Skateboarders is to position ING as an enabler of personal and entrepreneurial projects, particularly for a younger, dynamic audience interested in creative or community-driven initiatives. By highlighting Victor’s skateboarding project, ING communicates its role as a supportive financial partner that empowers customers to pursue their ambitions with confidence. This approach underscores ING’s promise of trust and practical support, aligning the brand with values of determination, innovation, and personal achievement within the competitive finance market.
Q: How does Skateboarders rank in Clapboard's archive?
A: Skateboarders holds a Clapboard Campaign Score of 56/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in ING's category?
A: In the Belgian banking and finance sector, ING faces competition from several key players. BNP Paribas Fortis is recognized for its focus on personalized customer relationships and financial expertise, emphasizing innovation and sustainability. KBC Group stands out with a robust digital banking platform tailored to retail and corporate clients, prioritizing convenience and integrated solutions. Belfius Bank leverages its strong community ties and commitment to digital transformation, while AXA Bank Belgium combines traditional banking with insurance expertise for secure, personalized advice. Crelan differentiates itself through a cooperative model that emphasizes customer ownership and community engagement alongside competitive digital offerings.
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