Best Financial Services Rich Media Online Ad

ING Bank Turkey launched its mobile payment application ParaMara which is an innovative product in Turkish banking industry regarding its audience, capabilities and promotions. Moreover, with the power of being the sponsor of Turkish Basketball League, we were able to use famous basketball players for our communication. One of our TVC was about players’ failures while trying to take selfies. At the packshot, core value was announced. ‘You might not be able to take a selfie but you can use ParaMara to easily carry out your financial activities without being an expert on financial matters.’ We wanted our interactive project to give the same proposition; therefore we used the same player and challenge YouTube visitors to take a better selfie. We were the first brand in Turkey which used cross screen technology on YouTube. We invited our users to connect their mobiles/webcams to their computer; thus succeeded launching a media-first project. Results of the project were impressive as well: • Total Impression: 22.1 million (industry average in Turkey is 18-21 million) • Total Interactions: more than 17.8 million (this is extremely high compared to the other projects’ interaction number) • Engagement Rate for desktop participants: 9.35% • Average Interaction Time: 12.8 seconds (industry average in Turkey is 11.8 seconds) • Increase of YouTube Subscribers: 81% • During campaign period ParaMara App was downloaded 60K times with 35K active users.

Contributors:

Creative Director:	Emine Noyan
Creative Group Head:	Berk Sarper Şenol
Copywriter:	Doğukan Doğan
Art Director:	Emrah Önal
Art Director:	Mehmet Ali Ekmekçi
Brand & Project Management Director:	Gizem Coşkun
Brand & Project Manager:	Eser Yılmaz
ING Bank Turkey Marketing Communications Senior Vice President:	Feyza Tamer
ING Bank Turkey Digital Marketing and Design Vice President:	Sinem Soydar
ING Bank Turkey Digital Marketing and Design:	Begüm Susar

NURUN ISTANBUL

Location: Turkey