ING: a new model for always-on campaigns

The challenge

Create a new communication model to help multidisciplinary teams create always-on campaigns.

Our role

Together with ING, we co-created the ING Lion model which focuses on customer centricity, end-to-end processes, and always-on tactics. We then provided customized training for all stakeholders to use this model. As an extra tool, we made the Lion Model Workbook. This included comprehensible models and clear steps for co-creation. As a result, the organization is now better aligned around campaign planning and has seen an uplift in performance.

About the client

ING Belgium NV is a financial institution that focuses its core activities on Retail & Private Banking and Wholesale Banking. The bank serves approximately 3 million clients in Belgium with a wide range of financial products through the distribution channel of their choice. ING continuously analyzes the changing preferences of their customers to improve their service.


  • Repositioning as a mobile-first bank

  • Creation of data-driven persona

  • More efficient campaign planning & cost efficiency -50%

  • Better organizational alignment

  • Conversions x2

Key activities

  • Co-creation
  • Strategy
  • Detect-Connect-Convert
  • Training
  • Workshops
  • Proof of Concept
10 – 20 min

Schedule a quick strategy call

  • Analyse challenges
  • Spot opportunities
  • Discuss strategy