Standing up for starters

The pop-up lab gave students the space to think beyond existing frameworks and develop solutions that could work for a major player in housing and finance. FCB Amsterdam Strategy Lead Dennis van Aalst said: “Be the Challenger grew out of our collaboration with Rotterdam University of Applied Sciences. It is fantastic to see 135 students challenging the status quo. With ING, we have a partner that stands up for first-time buyers and actively looks for ideas that can genuinely help them move forward.”

Chief Creative Officer Massimo van der Plas added: “Above all, I hope to be inspired by ideas that come directly from the target audience’s own world. I think it is powerful that this audience is tackling a problem they themselves will soon face, and coming up with solutions that ING can truly put to use. As the father of two young house-hunters, I know how significant this issue is.”

Advisory practice

The housing market challenge affects not only first-time buyers, but also professionals who work with financing and advice every day. Maria Silveira, Director of the Dutch Foundation for Certified Mortgage Advisors (SEH), said: “Access to the housing market has been a bottleneck for years. Advisors see it every day: many young first-time buyers want to purchase a home, but cannot secure suitable financing.” That combination of social impact, creativity and financial feasibility was exactly at the heart of the challenge.

A serious pitch

For students, working on a real assignment for a real client was an important part of the learning process. Student Jay-Cey Leeuwin said: “It was quite a serious pitch. I found ING’s role particularly special; I felt honoured. It is impressive that they dared to do this with 135 students, because you never know which way it will go. At first, the assignment felt almost impossible, but over time, and after a lot of brainstorming, we found our direction and worked it out.”

Rotterdam University of Applied Sciences also looks back on an intensive collaboration. Lecturer in Creative Marketing & Innovation Clare den Ouden said: “I experienced the collaboration between business, the creative industry and the university of applied sciences as very positive. It felt personal and involved, from kick-off to final presentation. As a new programme, it was exciting to enter into such a large-scale collaboration. We gave students an enormous challenge: helping to solve a major social issue. What surprised me was how they took it on, with enthusiasm, energy and the courage to act as true challengers. They went the extra mile. That makes me proud and leaves me wanting more.”

Making it real

This pop-up lab is not only a learning environment, but also a starting point for real-world innovation. Jos Vis, CEO of FCB Amsterdam, said: “It is great to see students challenge the status quo, but challenging does not stop at a pitch. If we do not translate ideas into concrete next steps, they will remain on the shelf. That is why we are committed to follow-through: developing them further and making them happen, so that the first-time buyers of the future can truly benefit.”