ING bank wanted to convince young people (18-25) to open a free online account by offering 10 euro. Because youngsters don’t trust big banks, we created Miss Penny: an eccentric old lady who had passed away, leaving her huge fortune to Belgian youth.Every single youngster in Belgium could inherit 10 euro or more! To collect the money they simply had to open a free online account at Miss Penny’s bank: ING.

At first, we launched a series of breaking news on a well-known youth channel to tease youngsters with the announcement of the huge inheritance.

Miss Penny’s death was reported live. On the final breaking news we introduced ING, who was in charge of the inheritance. They were officially looking for young heirs.Shortly after that, a call for heirs for Miss Penny was printed on posters and displays in and outside the ING agencies, as well as on Boomerang cards and Vespasius posters in youth bars.

On field, old ladies (Miss Penny’s friends) distributed leaflets outside the schools.Banners and teasers on Netlog, the biggest social network for youngsters in Belgium, would lead to Miss Penny’s website.Simultaneously, a letter was sent to parents to invite them with their child at an ING agency in order to claim the legacy.

After only two weeks of the campaign, ING opened 80% more accounts compared with a normal month and the contest on the website had already attracted over 30,000 young participants. According to the field surveys, youngsters were very receptive to this initiative. However, to this day, Miss Penny is still looking for more heirs.