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"A Penny for your Thoughts" or The Power of a great Commercial

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:  
Views on the ING Youtube channel (no detailed stats available)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.

And here some basic stats from the BigODiamond Channel (screenshot, september 1st). The amount of views on this channel have risen - as mentioned above- on September 13th to a 33,505  

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?

More stats?

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. Screenshot ING in itunes appstore[/caption]     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): Bureau: UbachsWisbrun/JWT 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