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The through-the line push includes TV, print, and an online advertising campaign which has just gone live on leading international news portals.
The Second Life island will promote the financial group’s sponsorship of the Renault F1 Team. The three-year partnership, announced at the end of 2006, includes branded Renault F1 cars, and on-track branding at fourteen F1 circuits.
ING Group was ranked 85th out of 100 in the latest Interbrand global brand list. An ING Group spokesman said: “People recognise ING Direct, but not the group’s entire financial and asset management services. Achieving top-rating financial institution in the Forbes Survey Global 500, there was clearly a disparity between business and image.”
ING researched how to best raise its profile. It chose global sport, and worked with Renault to design ING-sponsored cars.
Team driver Heikki Kovalainen launched the virtual island with F1’s first Second Life press conference, attended by media and fans. The Finn held a Q&A session, before winning the first official race on the island’s circuit.
The move makes Renault the first F1 team with a fully interactive presence in the virtual community. It supports the team’s official website, which features a bilingual, behind-the-scenes team life blog and exclusive daily news content.
The ING Renault F1 island is set around a racetrack. Users can race, download information, and send messages to the team. Interactive functions for the public and press are a key feature.
The objective of the campaign in the first year is to raise the profile and awareness of ING globally. “We want every person, customer or potential customer who sees the ING Renault F1 car to understand what ING does and what we stand for,” said Gabor Dani, marketing and advertising manager for the ING Renault F1 sponsorship.