Branded Channel + Strategy

About the client

ING is a Dutch retail bank for young and old, rich and poor, for freelancers, small and medium businesses, large businesses & institutions and corporate clients.

The challenge

Besides being one of the biggest banks in the Netherlands, ING is also the official sponsor of the Dutch national football team. The brand was looking for a way to reach the younger generations and to make the audience aware of ING’s passion for football.

"Within a week from the launch, the channel had already 22.000 followers. ING is now known as THE football sponsor."

The idea

Divimove created a content strategy for a completely new corporate YouTube channel, called “ING Only Football”, and produced video formats for it. To raise awareness of the channel, Divimove chose to have the channel hosted by a successful football influencer.

The results

Within a week of the launch, the channel already had 22,000 followers. After 6 weeks, this had increased to 30,000 subscribers, with some of the videos boasting almost 50,000 views. ING is now known as THE football sponsor.

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