ING Bank Introduces Tom, the New Customer Relations Robot

ING Bank, pioneer in online banking in France, has always put technological innovation at the core of its business. But it is also driven by a strong conviction: humans mustn’t lose their place to technology.

On the contrary, because ING is largely digital, the brand puts human relations at the heart of its offer. Built on this notion, ING launched their new brand platform in January 2018, showing that the brand’s services are designed by humans for humans.

In order to promote its unique positioning, the brand launched several films in 2018, establishing new communication territory on TV, and through digital activations like #payetonattente (#payyourwait), humorously showing that reaching an ING advisor is fast and free.

To take things further, ING and agency Rosapark debuted Tom, the biggest customer relations innovation of all time.

“While many brands are becoming more inventive in developing services that automate the relationship, they’re not addressing the fundamental problem: lack of consideration. Because when it comes to helping or advising a client, nothing can replace a human, the only person capable of a constructive and personalised exchange. What was considered standard just a few years ago is now an extraordinary feat, a real achievement. And that’s what ING does with 250 advisors in its client services department,” explains Sacha Lacroix, general director at Rosapark.

"Our objective is to show that ING isn’t like any other bank: ING is a resolutely digital bank, offering the best in online banking, while putting people at the heart of customer relations," explains Yvon Martin, director of marketing and communication at ING France.

The film, directed by Armand de Saint Salvy, introduces us to Tom, the latest hire in a customer relations department. Shot entirely at ING's premises in Paris, the spot imitates the style of films introducing the major innovations in technology, as we learn about Tom through testimonies from a neuroscience researcher, a director of innovation and a colleague. In the end we learn that Tom is just an ordinary human, just like ING’s 250 advisors.