When a commercial keeps you silent
While watching the commercials in a habitual, bit of a boared manner, my attention suddenly changed when a little music draw my attention and gave me goosepimples within seconds!
It was a ING (a Dutch major bank) commercial. Where a boy and a girl communicate thrue their smartphones. The lyrics are in sync with the textlines and make them smile and I could’t help smiling with them.
The funny thing was I recognized the voice of Adriana Romijn out of thousands (as I sang with her for some 7 years in a Gospel and Soul group). Was it really her and was it just me that was attracted to this voice and commercial or did it ‘hit’ other people as well? I started asking and searching for some answers.
I found the commercial on a Dutch website “Muziek in de reclame” and read that it indeed was Adriana who sang the song.
ING and the PR company did a great job here in drawing attention to the brand! What does it look like?
The Commercial itself
And what are the Stats on this commercial?
Stats on Youtube
It’s amazing to see the power of youtube in this:
The number of views on this ING channel at the 13th of September are: 1,003,119
Another ING youtube channel has 810,592 views at the 13th of September.
The number of views from the BigODiamont channel is 33,503 at the same date.
Together this sums up to 1.847.214 views.
Lets look at some Google Insights
Mark that I’ve searched for the Dutch word reclame instead of commercial It being a commercial on Dutch television.
As from September 1st I see an ascending trend in the numbers, I must admit that I might have played a humble role in that by sharing the commercial on both Twitter, Google+ and Facebook. Moreover this blog might even give a minor boost but then again that would still prove it’s a great add won’t it?
Unfortunately ING was not willing to share more data on the success of this commercial – was it a success? As far as I can tel by the amount of views it was but did it lead more traffic to their website, more downloads of the app or more new customers?
When we Google it learns us that at the 12th of April the app was downloaded 1 miljon times at an average rate of 6.200 downloads a day (source: ING nieuws, Dutch) . Mind you this was after their update in Spring and after the app integrated the business accounts during last summer! Taking a look in the App store reveals a little bit more info on the number reviews on Iphone downloads.
So far this is the best of insight I can deliver on the success of this commercial. Maybe ING missed out on maybe one thing: sharing your successes on Social Media is not a bad thing, especially not if others tell and share your story
A Tweet for the credits
Via a tweet from Jean Pierre Kin (the creative, @jpk69) I got some more information so here are the credits (in Dutch):
Creatie: Jean Pierre Kin, Thuc Banh
Creative Director: Massimo van der Plas
Regie: Florian Vermeulen
DOP: Coen Stroeve
Muziek/arrangement: Geert van Gaalen – Studio de Keuken
Productiemaatschappij: Brenninkmeijer & Isaacs
Producer: Bo Polak
RTV Producer bureau: Marcel Ossendrijver
Head of Digital: Douwe Dirks
Account: Carine van de Heijden