Luxembourg's banks have launched a series of trolling ads to win over new customers recently let down by ING.
In a savvy move, marketing departments have finally upped their 2024 social media game.
Following the unprecedented announcement that ING Luxembourg is halting retail banking and closing all private bank accounts, leaving around 40,000 customers stranded, competitors scrambled to reach out to those currently in search of a new bank to open an account. The results were very creative.
The government's Spuerkees launched an ad with the hashtag #redistheneworange, along with the line: "Didn't see that coming, did you? With Spuerkeess you don't need to fear the unexpected." The video ad also asks: "Do you need a new bank?" while depicting a majestic lion, referring to ING's logo. One user commented: "INGenious ad", while someone else said: "Best troll advert ever".
Meanwhile, the Banque Internationale à Luxembourg (BIL) hit out to a few other competitors as well, not just ING: "Orange, green, red...it doesn't matter. What matters is the know-how". While some expressed delight with the campaign, others took the chance to critique BIL's recent performance, with one user commenting, "Perhaps we should reorganise ourselves and improve in certain areas first before advertising... Lately your services have unfortunately left something to be desired."
Banque Raiffeisen outlined its package for new customers with a picture titled: "Switch from orange to green!"
The same line was used by BGL BNP Paribas, although so far it has refrained from using it on socials - only on its website
On Friday, Luxembourg Banker's Association emphasised that several banks have already implemented streamlined processes accessible on their websites to "facilitate the onboarding of interested customers". ING, on its end, has devised measures to ensure uninterrupted banking services.
Read also - Potential job cuts loom at ING, trade union warns
