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ING:
The Lion Model case.

How the co-creation of a new model allows multidisciplinary teams to autonomously create always-on campaigns.

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Challenge.

ING used a model to launch digital end-to-end and always-on campaigns. However, this model was complex and difficult to understand for the teams. This resulted in a way too long time to market for these campaigns.

Solution.

Together with ING, Digipolitans co-created the Lion Model, based on our detect-connect-convert model. This model tackled the challenges of the previous model and maximized adoption by creating belief, knowledge and convenience.

Result.

As an extra tool, we made the tangible Lion Model Workbook. This included understandable models and clear steps for co-creation. We also guided ING on using the Lion Model via trainings and workshops, with all internal and external stakeholders (eg. creative and media agencies).

Impact.

The adopted common Lion Model improved the efficiency of campaigns, shared by different departments and stakeholders. It also boosted a new way of working and created enthusiasm within the teams.

Stakeholders.

Director Marketing and Communication - Director Digital Channels.

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