"Wir sind Weltmeister" - wie die Marke ING in der medialen Berichterstattung zur Basketball WM 2023 positioniert wurde
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Brand Events
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
ING Deutschland, a committed supporter of German basketball for two decades, has achieved a remarkable media presence with its campaign "We are World Champions" for the Basketball World Cup 2023. By skillfully leveraging exclusive sponsorship rights and creating an unforgettable fan experience right at their headquarters, ING was able to effectively place the brand at the center of coverage. The campaign demonstrated high credibility and brand-defining attention. The campaign exemplifies how emotional and engaging brand events create a deep connection between brand, sports and fans.
