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ING

Future Me - an AI banking campaign

Agency: Gong

ING Future Me - an AI banking campaign

ING Future Me - an AI banking campaign

Description

It is difficult to think about our distant future. Our brains tend to focus on the present, especially when the future doesn’t look promising. Where the human brain may struggle, Artificial Intelligence comes to the rescue. Using state-of-the-art generative AI, we created Future Me: AI-powered app that enables clients to create personalized visions of what their would like to do in retirement. Using several AI models we’ve achieved a truly personalized experience, where users could see how they will look like in the distant future doing the things they love. And consider saving for this future with ING retirement products.

To create personalized images, all they needed to do was complete the sentence "In the future, I will...” and upload their photo. We have combined several text-to-image models to create stunning paintings based on the user’s images and the answers. The AI-generated images were then finetuned by human designers and sent to users. Every day we printed images on metal canvas, as an environmentally-friendly, sustainable, and long-lasting way to remind you of future retirement plans worth saving for.

To make the communication more impactful, all of the campaign assets were created with AI. The generated videos, voiceovers, and music were created by AI algorithms, guided by the human creative's moderation and editing. The production process involved utilizing Midjourney, DALL-E for combining multiple visual assets, and Stable Diffusion's Image-2-Image and Topaz for picture finetuning. We used TikTok and Instagram as communication platforms.

The campaign timing was also crucial. We started at the beginning of Jan 2023, the time of New Year’s resolutions, when we think more often about the future. This also made "Future Me" campaign the first AI-co-created campaign that sparked a lot of buzz in Polish media.

“Future Me” activation not only made headlines (13 mln reach) but also measurable results. The use of AI models allowed us to run it on an amazing scale resulting in over 30 000 generated personalized images, and over 55 000 reactions and comments! Finally, ING noted a 300% increase in sales of its retirement products in Q1 2023 compared to Q1 2022 and was the number 1 bank to be considered for saving.

This professional campaign titled 'Future Me - an AI banking campaign' was published in Poland in January, 2023. It was created for the brand: ING, by ad agency: Gong. This 360° medium campaign is related to the Finance industry and contains 2 media assets. It was submitted about 1 year ago by Strategy & Creative Director: Bartek Golebiowski of GONG.

Credits

Client: ING Bank Poland
Advertising Agency: GONG

Michał Bucholc - GONG, Creative Director
Katarzyna Mierzwa - GONG, Copywriter
Adam Tokarski - GONG, Senior Copywriter
Daria Solarz - GONG , Copywriter
Damian Czarnota - GONG , Art Director
Damian Oleśko - GONG, Senior Art Director
Natalia Hołowińska - GONG, Senior Art Director
Jan Czogała - GONG, Senior Graphic Designer
Paulina Jaśkowska - GONG, Senior Art Director
Dariusz Nojman - GONG , Senior Motion Designer
Maciej Garlicki - GONG, Motion Designer
Paweł Dąbkowski - GONG , Senior Social Media Manager
Agata Kopeć - GONG, Senior Social Media Manager

Wojciech Rymaszewski - GONG, IT Director
Damian Stebel - GONG, Senior developer
Paweł Pawlas - GONG, Senior developer
Jacek Saternus - GONG, Senior developer

Monika Poryszewska - GONG, Account director
Ewa Grzyb - GONG, Senior Account Manager
Olga Rutkowska - GONG, Senior Project Manager
Ewelina Maj - GONG, Project Manager

Barbara Pasterczyk - ING , Director of Communication and Brand Experience
Magdalena Horzela - ING , Principal Marketing Expert
Anna Witecka - ING, Expert Lead Brand Management
Joanna Piętka - ING, Marketing Expert
Barbara Deszcz - ING, Marketing Expert
Anna Wójcik - ING, Digital Marketing Expert
Joanna Majer-Skorupa – ING, Senior Expert Media Relations

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