ING, the Dutch financial services company, is launching its first global advertising campaign to support its sponsorship of the Renault Formula One team. It breaks this weekend during the Australian Grand Prix coverage.
The campaign, created by German agency kempertrautmann, will run across national TV in 30 countries and on international channels. The adverts will be supported by a press campaign in international business magazines and online work.
The adverts will compare F1 drivers to ING customers, saying both have a “team of professionals” supporting them and helping them to succeed.
ING will also have on-track branding at 14 of the 17 Grand Prix tracks.
Isabelle M Conner, head of ING’s F1 programme, says: “Our F1 programme is a global sponsorship initiative which will help ING unify the brand worldwide and increase awareness. F1 is the best platform for a global sponsorship programme, as it has the potential to reach a broad customer base.”