ING City in Roblox

Creative idea

More and more teens draw their financial education not from school, but from crypto celebrities or TikTok money scams. ING wanted to change that, but how can a bank attract the attention of teens to 'financial education'? We created ING City (Miasto ING), the first ever banking experience in Roblox, where teens get financial education by playing and having fun. From earning their first money on jobs like pizza delivery to saving for their first apartment. Without shortcuts. For everything in ING City, you can pay with a virtual, self-designed card, which players can then pick up at a physical branch.

Brand name: ING
Advertiser / client: ING Bank Śląski
Product / service: ING Mobi account for teenagers
Campaign name: ING City in Roblox
Agency network: SERVICEPLAN
Agency: GONG
Additional company: Gamechanger
Web address: https://www.roblox.com/games/8458974184/UPDATE-Miasto-ING
Creative director: Michał Bucholc
Art director: Damian Czarnota, Damian Oleśko
Copywriter: Grzegorz Luft
Designer: Jan Czogała
Account director (agency): Monika Poryszewska
Media director: Andrzej Haczykowski / MEDIAHUB
Agency producer: Olga Rutkowska
Post production: Darek Nojman, Maciej Garlicki
Digital production: Gamechanger
Digital creative: Daria Solarz, Dorota Bysiecka
Additional company: Tomasz Przeździecki / Gamechanger, CEO Magdalena Horzela / ING, Principal Expert - Marketing Barbara Pasterczyk / ING, Director of Communication Paweł Dąbkowski / GONG, Senior Social Media Manager Karol Masalski / Gamechanger, Managing partner