ING has inaugurated a flagship in Madrid. With 1,820 square meters distributed over four floors and a terrace, the open space on Paseo de la Castellana 2, in Plaza de Colón, is its largest office in Spain. And to communicate this, the banking entity has deployed a 360º campaign to bring the new point of contact closer to users.
Together with the iProspect agency, the company’s internal team has developed a strategy that has included high-impact media, special activations and digital amplification with the aim of turning the opening of the new office into an event of social and cultural interest in the city and a relevant conversation.

Humor and outdoor advertising for the new office

The campaign has focused on outdoor advertising as a lever to generate notoriety about the bank’s new location. Thus, it has deployed creatives with differential and humorous messages through a network of mupis distributed in different parts of Madrid, and has created themed marquees around the recently inaugurated office.

In all of them the bank has played with references to the location, Christopher Columbus and the square, to invite passers-by to come and discover the space. Thus, the special activations have alluded to the caravels with which the explorer arrived in America, or to expressions of seafaring language to announce the sighting of land.

Humor has also permeated the message launched through a large-format canvas that has been located on Goya Street, which leads precisely to Plaza de Colón. Following the same line, the brand has also resorted to humor and the work of the painter who gives its name to the Madrid artery with a copy that describes the new flagship as “Goya’s nicest office.”

In addition, ING has also taken its presence to the Madrid Metro with the vinyl of the Colón station with the main message of the campaign, “We are here”, as well as with the phrase “What a long hair the new neighbor in Colón has”. With this, he refers to the figure of the lion that has accompanied the visual identity of the bank since its origins, and alludes in a veiled way to CaixaBank, which also has a presence in the square.

The outdoor advertising campaign has been developed in the area of ​​influence of the office, but with the ambition of generating reach throughout the city and making the news known to all Madrid residents, as explained by Gabriel Ladaria, Director of Marketing and Communication at ING Spain, in statements to reason.Why. However, at a strategic level it also contributes to continuing to build the brand. “The opening of this space means a step forward for both the bank and the brand and communication had to accompany that ambition. There was an opportunity to hit the table“, he explained to us. “We wanted to play with the audience with humor and raise a smile while respecting the fresh and hooligan tone that ING has always had.”.

The strategy designed to communicate the inauguration of the new office has also included special activations, including the holding of a Candlelight concert, the live music experience created by the Fever platform. The show took place on the night of October 7 next to the flagship and exclusively for employees and clients of the bank.

An office tour on networks and a special broadcast of “More than one”

In addition, the company has also turned to digital channels to generate awareness about the opening. On his networks he has shared an “office tour” with the journalist and content creator Emilio Doménech, who has shared the five essential corners of the office. Thus, he talked about the glass façade, the lobby, the artistic commitment to the decoration, the views of the Paseo de la Castellana and the terrace.

In a statement, ING explains that the decorative commitment responds to its desire to inspire, generate conversation and build identity. It has collaborated with the Contemporary Art Now platform to feature the works of emerging artists, as well as temporary exhibitions.

On the other hand, the radio program “Más de uno”, broadcast daily on Onda Cero, made a special broadcast from the company’s new office in Colón. Thus, the presenter Rafa Latorre and other collaborators went to the flagship to carry out their usual current information, but also to talk with Alfonso Tolcheff, CEO of ING Spain and Portugal; and Pablo Porres, director of Private Banking and Investment at ING Spain, about the new stage of the entity in Spain and addressing topics such as savings, investment and new financial services.

As Nacho Rodríguez, Director of Communication, Institutional Relations and Sustainability at ING Spain and Portugal, pointed out in comments on social networks, the strategy had two great challenges: transforming a milestone into a great story, and ensuring that this story connects with different audiences, in different formats. “It wasn’t just about opening a bank office. This opening is a clear example of the ING Group’s commitment to Spain, our business and our way of doing things.”; he explained. “It has been months of work to build a powerful story and adapt it to each interest group. All to communicate an opening that represents much more than a new space: it represents our ambition and our commitment to this market.“.

The combination of media and channels has sought to serve the entity’s different audiences of interest, from the more institutional aspect through an event with the team and large clients, to users who may be thinking about changing banks. “We have not stuck to a single medium because the goal was a broad and diverse reach“, Ladaria assures this medium. “Foreign has accompanied us in the outreach, while radio has allowed us to share ING’s positioning and point of view on issues such as savings or the economy”.

The ING flagship in Madrid

All this to communicate a space that ING describes as “a new milestone in the bank’s ambition to continue expanding the capabilities with which it accompanies clients in all their financial needs“, as noted in a statement. He also considers the office as a reflection of its moment of growth, since the company plans to launch the private banking segment in the coming weeks and the corporate banking segment, throughout 2027.

“Banking is evolving and customers expect to be able to combine the convenience of the digital world with access to expert advice when they need it”; said Alfonso Tolcheff, CEO of ING in Spain and Portugal. “This flagship was born precisely to respond to this new reality and reflects the evolution that ING has experienced in Spain in recent years: an increasingly complete bank, capable of accompanying its clients in all their financial needs with a simple, agile and people-centered proposal.”

The flagship will serve individual clients, private banking clients, companies and large corporations and, therefore, will transfer ING’s digital experience to the physical world. As the bank explains, the office combines technology and specialized advice for a closer and more personalized experience; and has been thought under criteria of innovation and sustainability.
The bank expects to receive an average of 600 visitors a day.

The new office will not only assist at an operational level, but will also allow us to deepen the relationship between clients and users with the bank. Thus, ING is working on a calendar of events and experiences in the space to work on the social and cultural contribution of the brand. “We have a privileged location with many possibilities and we are going to take advantage of them to connect with the city and customers“, Ladaria pointed out to reason.Why.