This bank has been paying customers who have to wait on hold

ING addresses customer service in an unusual campaign via Rosapark

Published On
Oct 03, 2018

Editor's Pick

There's nothing more irritating than having to wait to speak to customer service--particularly if you're being charged for it.

To highlight its own customer service, and the fact that calls are free and are usually answered in under a minute, the bank ran a campaign in France, via agency Rosapark, in which customers actually got paid for waiting. 

The campaign, which began on September 28, kicked off with a video, seen here, in which it pranked customers at a gas station by telling them they had to pay a "waiting tax" to the cashier when they came to fill up their cars. (The customers were naturally furious, to the extent that it's quite uncomfortable viewing and you almost fear for the actor playing the cashier.) 

The video alerted ING customers to the one-day offer, where they got paid a waiting time of 60 cents a minute if they were kept on hold to the bank. (Rosapark won't reveal how much it paid out, although it says it had a high volume of calls that day.)  Another campaign on Twitter, using the hashtag #PayeTonAttente (Pay Your Wait) handed out rewards to several people who had been kept waiting for other services, like taxis or restaurants, on that day only. 

“Wait time has become as important an issue as money for French people. With this operation, which succeeds in addressing both problems at the same time, ING Direct is showing its unique investment in its clients and bringing the brand’s promise to life,” explains Sacha Lacroix, managing director at Rosapark.

Credits

Date
Oct 03, 2018
Agency:
Rosapark
Marketing and Commercial Director:
Yvon Martin
Brand and Media Messenger:
Amélie Nguyen Ngoc
Account Director:
Marine Léoni
Brand Content and Social Media Manager:
Nicolas Hun
Co-Founder:
Jean-Patrick Chiquiar
Co-Founder:
Gilles Fichteberg
Co-Founder:
Jean-Francois Sacco
Managing Director:
Sacha Lacroix
Advising Director:
Soraya Cottin
Account Executive:
Caroline Planty
Head of Social:
Thibaut Thureau
Strategic Planner:
Alexandre Ribichesu
Creative Director:
Gilles Fichteberg
Creative Director:
Jean-Francois Sacco
Copywriter:
Pierre-Antoine Dupin
Art Director:
Frédéric Leclerc
TV Production:
Thomas Laurent
TV Production:
Ingrid Le Minh
TV Production:
Vincent Lacroix
Production Company:
Birth
Producer:
Tristan Béraud
Producer:
Jordan Santoul
Director:
Jordan Santoul
Director:
Cyril Tellenne
Media Agency:
Cyril Tellenne
Agency:
Carat

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