"Wir sind Weltmeister" - wie die Marke ING in der medialen Berichterstattung zur Basketball WM 2023 positioniert wurde
Winner
Excellent Brands
Banking & Financial Services
Details
In 2023, Germany will become basketball world champion for the first time in history. ING Germany used this occasion to position the brand at the centre of the coverage with a unique communication campaign and to inspire the fans. The highlight of the campaign was an invitation to the team's official reception at the ING headquarters. Thousands of cheering fans were able to be there up close and celebrate their team. This created an unforgettable brand experience for fans.
The Jury‘s Statement
With the "We are world champions" campaign, ING Germany succeeded in creating an unforgettable brand experience around the 2023 Basketball World Cup in the financial services sector. By skilfully using the long-standing partnership with the German Basketball Federation, the brand was not only optimally positioned in the media coverage, but also celebrated the enthusiasm of the fans on and off the court. With the decision to host the world champion team at the ING headquarters, ING is emphasising its role as a key supporter of German basketball and demonstrating its ability to create closeness and enthusiasm with unique campaigns. The campaign is characterised by its creativity and social contribution and impressively demonstrates how financial brands can go beyond the ordinary to connect and inspire people.
