ING Thuiswedstrijd

Challenge.

Due to the Corona measures, ING, as the main sponsor of the KNVB, cannot organize physical relations events around the matches of the Dutch national team. For ING, relationship marketing is an important asset within the sponsorship contract. How can you offer these relations exclusivity during the matches of the Dutch national team?

Solution.

The ING Thuiswedstrijd is an interactive online hospitality program for the entire family with VIP seats from the living room. Relations are scouted by ING relationship managers and receive a letter from the National Coach. Being invited is the ultimate appreciation and brings you closer to the Dutch national team. The program offers an exclusive look behind the scenes with unique stories, content and interaction with well-known ex-internationals who watch the match with you. The content of the program is specifically tailored to the invited target group.

Participants logged in to ING’s online platform one hour before the game. Via a live stream, they experienced an interactive match preview from home, led by Hélène Hendriks or Humberto Tan, including quiz questions, polls and Q&A’s with former international Ronald de Boer and influencers Soufiane Touzani and Koen Weijland. Before, at half-time and after the match, the match was analyzed and you could chat live with Hélène, Humberto, Ronald, Touzani or Koen during the match.

Result.

• The reach of this online setup was at least 10 times as large as the regular live version
• Average score of participants: 7.65
• 750 registrations per game
• Average number of online participants: 380