The ING Locker Wall concept. A wall built with 882 lockers that serves as a free locker service for supporters of all European nationalities in one of the hosting cities of EURO 2012. To expand the range in the target markets, we strategically added fun viral movies to reach an online audience in the key target markets. With hidden cameras in and around the wall we produced three fun videos of supporters who are pleasantly surprised when opening their locker. The surprises ranged from a small gift to a special show.

With the ING Locker Wall ING added a relevant and useful service to an existing event and was very visible. 93% of the respondents entering Gdansk saw the ING Locker Wall. Locker users gave it a high mark of appreciation, average score: 8.1. Respondents appreciated the uniqueness of the concept compared to activations of other brands. (Source: TNS)

The surprise videos ensured that the ING Locker Wall was seen by people who were not in Gdansk at the time of the European Championship. The videos reached over over 600,000 views on YouTube.