OBJECTIVE

• To raise money for UNICEF’s education projects.

• To wish ING DIRECT customers a Merry Christmas.

CREATIVE IDEA

This Christmas, when ING DIRECT and UNICEF tasked us with running their campaign to get more children into school, it got us wondering: how must it feel to be a child who, instead of going to work, can finally go to school?

We thought it must be such a thrill, like the kind we all feel when we’re dancing.

So, for this year’s campaign, we decided to get in touch with musicians and DJs from the electronic music scenes in London, Madrid and Barcelona and ask them to make us a dance track that would get us dancing like crazy.

That’s how KEEP ON DANCING came about.

THE SONG

We uploaded the song to all the main music platforms (iTunes, Spotify, SoundCloud and Deezer).

We also produced an EP of 5 remixes and created a special vinyl edition to get the track played on the national DJ circuit.

THE VIDEO

At the heart of the campaign was a music video, which we posted on social networks and specialist media outlets to help us to spread our message.

THE WEBSITE

We also created a website (quenoparendebailar.com) where you could participate in the initiative by downloading the song and paying as much as you wanted for it.

RESULTS

More than €210,000 raised.

More than 300,000 views (Facebook + YouTube).