Situation:

ING values its employees and wanted to create a personal and impactful End-of-Year video to show appreciation for their workforce.

Brief:

Develop a unique and memorable initiative for the End-of-Year video that would make each employee feel valued and recognized as a vital part of the company.

As it is an internal campaign, there are no hard targets. Yet ING provided us with the following objectives:

Make it a personal gesture

Engage employees globally

Spark a positive response on social media

Replacing the iconic ING letters with the names of over 60,000 employees, was a challenging but powerful gesture. Using projection technology, the names were dynamically displayed, ensuring each employee felt valued and recognized. Gathering all the names was a challenging task, but worth it. Creating a platform for employees worldwide to witness their names being projected added a personal touch to the campaign. The event started with a giant countdown clock, followed by employees' names appearing on the building. The campaign got lots of positive attention, resonating with both employees and the general public, showcasing ING's commitment to recognizing the collective efforts of its workforce. The positive feedback on social media highlighted the success of the initiative in making each employee feel truly valued and essential to the company.

ING produced numerous internal videos, but none had the impact of the registration of this campaign, viewed by almost half of the company. Colleagues at the event eagerly snapped photos of their names on the building. Those who missed it saw their names on the online platform in large numbers.

The event, film, and platform were a hit. ING's gesture not only resonated with employees but also struck a chord with the public. The campaign received an outpouring of positive feedback on social media, with many sharing and praising ING's personal approach to thanking their staff.