Jeena van der Heul | ING – What’s it going to be?
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For the 2014 World Cup in Brazil, ING Bank asked us to unite Holland in its love for football and the national team. It was based on the insight that during the World Cup, the love of football rises to extraordinary heights in Holland. Instantly, the country transforms into a nation of 17 million ‘football experts’ who all think they know best about football. So, that’s why we asked Holland one simple question: ‘What’s it going to be?


We created a campaign that centered around the one simple question that’s on everyone’s lips before and during the tournament: ‘What’s it going to be?

The heart of the campaign was the biggest online football pool in Holland where everyone could predict all the World Cup matches. During the World Cup, we collected the prediction data from the whole of Holland through the online football pool. We revealed the Nation’s average predictions according to the results from the online pool in special commercials and aired them right before the actual World Cup matches would take place.

Online platform

The heart of the campaign was formed by an interactive online football pool with a user-friendly interface. Via laptop, tablet and mobile devices people could share their predictions for all of the World Cup matches. They could form their own pools with their friends and co-workers to battle out who had the right answers to the question: ‘What’s it going to be?

The data from the pool was then used to build the campaign from.


Different media were used to invite people to share their predictions on the online football pool, via their laptop, tablet or mobile devices. To bring the data gathered from the football pool to life, we created a mini World Cup in a favela in Rio. We worked with 32 kids, who each represented one of the participating nations. The kids played over 500 matches in total. And within the last two hours before the airing of each World Cup game, we gathered the country’s prediction for that specific game, extracted from the pool’s data. That prediction was then brought to life in a one-minute commercial featuring 2 kids in Rio competing against each other.

This way, the people of Holland learned their nation’s prediction for the coming game right before it started. Furthermore, the day after each game the prediction data was published in Holland’s second biggest newspaper: ‘Were women better predictors than men for this game? Are younger people predicting better than older ones? Which part of the country was most optimistic?’

The data was visualized and used to keep Holland and the many predictors in the football pool close to the tournament and the games. Because each day, up to two hours before each game, people could change their predictions. That led to daily lively discussions around that one question: ‘What’s it going to be?


The important value ‘ING Bank is the bank for all Dutch people’ grew significantly during the campaign. It also underlined ING Bank’s position as the most modern bank in Holland. But more important than the numbers was ING’s conclusion that bringing big data to life, real time, as heart of their biggest campaign of the year is something that begs for more.