Cucuietii Credit Card

Creative idea

ING launched a new digital credit card in a category where innovation quickly becomes old news. Instead of making another technology claim, we created a live demonstration in Cucuieții din Deal - the Romanian slang for “the edge of the world”. Yet it is a real village, something many Romanians did not know, giving the idea natural PR value. Local people, businesses, journalists and creators showed that the card could be opened digitally and used there, and therefore could be opened and used anywhere, turning a functional benefit into a surprising, human and highly shareable story, amplified in digital channels.

Brand name: ING Bank
Advertiser / client: ING Bank
Product / service: Financial Services
Campaign name: Cucuietii Credit Card
Agency network: SAATCHI & SAATCHI
Agency: Saatchi & Saatchi + The Geeks
Media agency: Dentsu
Additional company: Rogalski Damaschin
Production company: Cronicarii Digitali
Agency chief executive officer: Vlad Petre
Chief creative officer: Laura Belc
Creative director: Raluca Eftimie
Art director: Diana Dalimon
Copywriter: Cătălina Dobre
Account director (agency): Ioana Mușat
Client account director: Narcisa Luft
Media director: Catalin Gaitanaru
Strategic planner / strategist: Anca Iuhas
Pr director: Alexandra Radu
Additional company: Saatchi & Saatchi + The Geeks Diana Savin – Art Director Alexandru Tănase – Head of Social Media Francesca Roscolodicu – Senior Client Manager Dentsu Cosmin Mândricel - Digital Media Manager Daria Mateescu - Digital Media Planner Rogalski Marius Cernica - Communication Manager Alexandra Lupu - Communication Consultant ING Diana Mihai – Head of CoE Brand, Marketing and Communications Corina Rusu – Head of Brand & Marketing Department Raisa Beicu – Senior Brand Manager Alina Plătică – Brand Expert Silvia Jalea – Head of Internal and External Communications Daniela Marin – Senior PR Manager Dana Nacu – Digital Marketing Manager Arina Lazăr – Senior Social Media Manager Andreea Florescu – Media Lead