Because ING relies strongly on intermediaries, staying relevant means helping them grow both professionally and commercially. By positioning the intermediary as the one who makes home dreams happen, the campaign builds pride, deepens the relationship with ING, and increases brand preference.

Insight

ING depends heavily on intermediaries for a large share of its sales. To stay top of mind, ING supports them with expert, independent advice and helps them grow in both craftsmanship and entrepreneurship.

Idea

It starts with you. Home dreams come true at the intermediary’s table. The mortgage is just the means; making it happen starts with you.

Impact

More pride and engagement among intermediaries, a stronger relationship with ING, and greater preference for choosing ING.