Challenge. |
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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.
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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.
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Result. |
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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).
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Impact. |
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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.
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Stakeholders. |
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Director Marketing and Communication - Director Digital Channels.
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