The results of the highly integrated campaign super-ceded all expectations.

Furthermore, the day after each game the prediction data were published in Holland’s biggest newspaper. Were women better predictors than men for this game? Younger people better than older? Which part of the country was more optimistic than the rest? The data was visualized and used to keep Holland and the many players in the football pool close to the tournament and the games.

- The important value ‘ING Bank is the bank for all Dutch people’ grew significantly during the campaign

- It underlined ING Bank’s position as most modern bank in Holland

- Sponsor awareness grew from 37% to 53%

- The pool had 6.4 million unique visits (in a country of 16 million)

- 145.000 players in the pool

- More than 10.000.000 predictions were made

But more importantly than the numbers was ING’s conclusion that bringing to life data real time as heart of their biggest campaign of the year was so meting that begs for more.

Real time data was the idea of this campaign. It was what made it unique. Everyday, two hours before the kick off of every World Cup game, the data was subtracted from the ING owned data pool and the country’s prediction was calculated. In an edit room that prediction was brought to life in a match between two kids representing the playing countries. That one minute commercial was the last commercial aired before the actual World Cup match. Adding to the tension before the match and uniting the country in their prediction.