Das ING Village - Employer Branding als Festival-Erlebnis für Mitarbeitende
Winner
Excellence in Brand Strategy and Creation
Employer Branding Activities and Campaigns
Details
ING implemented a unique employer‑branding activation at the Parookaville Festival to strengthen employees’ sense of belonging and loyalty. The goal was to create an experience that fostered both community spirit and pride in the brand. With the ING Village, an exclusive glamping experience, and various interactive areas, ING created an unforgettable, emotionally engaging and experience‑driven activation. The village offered employees various opportunities to interact, network and share experiences.
The Jury‘s Statement
In the competition for skilled professionals, interchangeable benefits are rarely enough. ING therefore connects sponsorship and employer brand in a format that does not merely claim belonging, but makes it collectively tangible. "Das ING Village" ("The ING Village") uses the festival setting with precision: the claim “do your thing” is translated into a carefully designed environment that creates space for connection, participation and personal appropriation. This turns a brand presence into internal relationship building that plausibly enables employees to become active ambassadors.
