"Wir sind Weltmeister" - wie die Marke ING in der medialen Berichterstattung zur Basketball WM 2023 positioniert wurde
Gold
Excellence in Brand Strategy and Creation
Brand Communication – Public Relations
Details
In 2023, Germany will become basketball world champions for the first time in history. ING Germany used this occasion to position the brand at the centre of media coverage with a unique communication campaign. The highlight of the campaign was an official press reception at the ING headquarters. Numerous media representatives on site made the team's first appearance the dominant topic of the coverage. Always appropriately staged: the ING brand.
The Jury‘s Statement
The ING-DiBa has been the main sponsor of the German Basketball Federation since 2003 and supports not only the women’s and men’s national teams, but also the young talents and wheelchair athletes. And with basketball legend Dirk Nowitzki as a testimonial and brand ambassador (since 2003), there is even one of the longest advertising partnerships in Germany. When the German national team became world basketball champion for the first time in history in 2023, the ING used the high media attention to show, as part of the reporting, the special significance of basketball for the INGBank has and this is firmly anchored in the corporate culture. The fact that ING relies on this sport fits perfectly with the brand. In contrast to the mass sport football, basketball is much less popular in Germany and thus embodies a more individual lifestyle, which from the brand philosophy of the ING with the message "Do your thing!"credibly reflected.
