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What’s it going to be?

A bank’s wish to bring the Dutch and their beloved national team even closer together.
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What’s it going to be?

When it comes to the national football team, Holland is home to 17 million coaches. How do you use all that knowledge and unite the country in its love for football. When you’re a bank.

ING Bank is ‘the bank of Holland’. And besides sharing the national colour, it also shares the love for football with the nation. That’s why ING’s sponsorship of the Dutch national team is a logical one. For the 2014 World Cup in Brazil we wanted to bring the football-crazed Dutch even closer to their beloved team and sport.

  • ING

  • Crossmedia

  • Banking

  • May 2014



We created a campaign that centered around the one simple question that's on everyone's lips before and during the tournament: 'What's it going to be?' At the heart was the biggest online football pool in Holland where everyone could predict all the World Cup matches.


Online Pool

The heart of the campaign was formed by Holland’s biggest online football pool. Via laptop, tablet and mobile people could share their predictions for all the World Cup matches. They could form subpools with their friends and co-workers to battle out who had the best answers to the question: ‘What’s it going to be?’ The data from the pool was then used to build the campaign from.



Different media were used to invite people to share their predictions on, via their laptop, tablet or mobile.

To bring the data gathered from the football pool to life, we created a mini World Cup in a favela in Rio. We worked with 32 kids, who each represented one of the participating nations. The kids played over 500 matches in total. And within the last two hours before the airing of each World Cup game we gathered the country's prediction for that specific game, from the pool data. That prediction was then brought to life in a one-minute commercial featuring 2 kids in Rio competing against each other.


This way the people of Holland learned their nation’s prediction for the coming game right before it started. Furthermore, the day after each game the prediction data was published in Holland's second biggest

newspaper. Were women better predictors than men for this game? Younger people better than older? Which part of the country was most optimistic? The data was visualized and used to keep Holland and the many players in the football pool close to the tournament and the games. Because each day, up to two hours before each game, people could change their predictions. That made for daily lively discussions around that one question: 'What's it going to be?'



The important value 'ING Bank is the bank for all Dutch people' grew significantly during the campaign. It also underlined ING Bank's position as most modern bank in Holland. But more importantly than the numbers was ING's conclusion that bringing to life data real time as heart of their biggest campaign of the year was something that begs for more.

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