ING | Parookaville festivalHow does a bank attract a younger audience and build brand awareness?
By becoming the main sponsor and official live stream partner of Parookaville, one of Germany’s top music festivals. A standout activation was the ING Deck, an exclusive platform located above the front-of-house (FOH), offering ING customers an unmatched view of the main stage—something no other brand had ever done before. In 2024, ING introduced a new event module called ING Cash Catch, adding another layer of excitement where festival-goers could participate in interactive games to win prizes. This, alongside the live stream and other on-site activities, strengthened ING’s connection with younger audiences, elevating the brand's presence and engagement.
Year 2022, 2023, 2024
Weeze
Client: ING DiBa
Film: Nomobo NL
Photo: Sven Kuczera
Event Set Production: Blue Print Events
Promoter Service: Envy Promotions
Role: Overall Project Lead, Creative Concept
The project involved negotiating contracts on behalf of the client with the festival organizers, followed by working closely with the client to define the project briefing. The briefing was then communicated to the internal team, including the creative director, art director, copywriter, and the wider project team. Managing a team of eight, I oversaw the development of the concept, presenting it to the client and collaborating with the team to identify the best suppliers for all on-site activations. This encompassed the complete design and creation process, from the initial look and feel to final execution. Supplier coordination, invoicing, and data-driven reporting were handled to ensure smooth operations. The project was executed with a team of 90 people, in collaboration with the client’s project lead.
