Lithys 2014: ING Direct - Most Creative Promotion or Launch

Lithys 2014: ING Direct - Most Creative Promotion or Launch

Company: ING Direct ING direct logo.png

Entry submitted by: Nicolas Hun (nicolashunBrand Content and Social Media Manager

Community: Le Web Café ING Direct (

Lithy category: Most Creative Promotion or Launch


ING Direct has launched its Lithium community to give visibility and highlight the good relationship it has with its customers, but also to reduce the costs of customer relations mainly services by call.


In December 2013, ING Direct France, the leader of online banking in France, launched its Lithium community, "Le Web Café".


This community, 100% integrated in website enriches the existing ecosystem "Web Café" of the brand composed from a Facebook Page, a Twitter account and 2 physical coffees in Paris and Lyon.


It was really important for the brand to use the name of "Web Café" as "Web Café" is the link for all the places where clients and prospects can discuss and share each other and with ING Direct, but also to give a possibility for the clients to tell and share their satisfaction and good relation with the bank.


ING homepage.png


The Lithium community is composed of three bricks.

1) A forum where clients and prospects can directly and freely discuss with the bank's customers, allowing customers to share their experiences and expertise with the community.

2) A lab where members can test and share their ideas to improve and build the bank of tomorrow.

3) A blog to decrypt, give tips, and share all useful informations to members to complete their projects.


For the launch of the community, we produced a video explaining in detail the community created by the agency. This video respects ING Direct's graphical guidelines and is in line with ING Direct philosophy.


A voiceover presents all the sections of the website and all that would be possible to do. The tone is light, and reflects the state of mind and the positioning of the bank. On screen, we follow a discussion between François (a client) and Jeanne (a prospect) who wishes to learn how to join ING Direct.


VO : In principle, the atmosphere of a coffee is very different from that of a bank.


Maybe not that much after all. ING Direct creates its "WEB CAFÉ". A community where you can discuss, exchange and share with us your ideas.


In the "Web Café ", it is you who have the floor.


Finally, you and the whole community gathered around ING Direct.

There is a forum where you can ask questions or respond to those of other clients. It's by helping each other we make a difference.


Simple, isn't?


"Web Café " is also a blog: articles and analysis to help you save, invest or manage your budget.

In the blog you will find tips for your projects.


WEB CAFÉ is finally a lab where we create the services of tomorrow together​. You propose ideas, big or small, and we submit ours...


And you vote for the ones you prefer.


Share your ideas and together build the bank tomorrow


Join the ING Direct "Web Café " community now.​


The community is a real success. In 4 months, the community has about 2 800 active members and more than 73 000 unique visitors. 741 discussions have been raised and more than 270 ideas to improve the lives of customers and build the bank of tomorrow have been shared.


Our business results:

"Le Web Café", with more than 466 247 pageviews and 741 discussions.
69% - Topics posted by members generated reactions from other members.
45% - Topics posted by members received answers from other members.

21% - Discussions related to the category "Become a customer"
62% of these discussions are about the process


Watch our launch video here: 


Lithium Alumni (Retired)
Status changed to: 2014 Lithy Submission
Lithium Alumni (Retired)



Would it be possible to include the video included within the link at the end of the post in the post itself?





Hi Tim, 

You can find the video here on our Youtube Page.