ING presents its newest customer relations officer, Tom. Tom is introduced by a foreword which states that “robotics have reached a level of impressive realism.” Tom, a neuroscience researcher explains in the film, has more than 100 trillion neuro-connections and the ability to adapt to the situations he meets. Tom is the invention of ING Bank France’s agency, Rosapark.
Watch the video before you read on:
Yes, Tom is human.
ING Bank, the 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. In fact, it’s because ING is largely digital, that the brand puts human relations at the heart of its offer. ING believes that nothing can replace a human when it comes to giving personalised advice, helping clients in unusual situations, or simply listening, showing empathy and consideration. That has been the foundation of its brand platform since January 2018.
Tom underlines that platform in a film that imitates the lofty style of films introducing the major innovations in technology, directed by Australian director, Armand de Saint Salvy.
“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,” explained 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,” explained Yvon Martin, Director of Marketing and Communication at ING France.”
Creative Directors: Jean-François Sacco/Gilles Fichteberg
Copywriter: Julien Perrard
Art Director: Nicolas Hurez
Tv Production:Thomas Laurent
Co-Founders: Jean-Patrick Chiquiar, Jean-François Sacco & Gilles Fichteberg
General Director: Sacha Lacroix
Advising Director: Soraya Cottin
Account Manager: Caroline Planty
Social Manager: Thibaut Thureau
Production Company: Tobago
Director: Armand De Saint-Salvy
Executive Producer: Nicolas Maman
Production Director: Olivier Thaon
Photography Director: Neel Potgieter
Decorator & Stylist: Stéphanie Aujean
Post Production: McMurphy
Sound Studio: Schmooze
Marketing & Commercial Director: Yvon Martin
Advertising & Content Manager: Marine Léoni