ING Experiment Examines What Has the Stronger Pull; Love or Money?

J. Walter Thompson Amsterdam and ING Bank has released a new campaign called Love Beats Money, a social experiment designed to discover whether people value their friendship or family relationship more than money.

The experiment focuses on a selection of people who have - or at least used to have - a close relationship, but who are no longer in touch because of a dispute over money. Each person is interviewed separately on camera to discuss the money conflict from their perspective and how it makes them feel. Afterwards, each person is able to watch the other’s interview showing their side to the story.

Above: A scene from Love Beats Money

They are given the choice: is your relationship more important than money? They are asked to choose the heart sign if so or, if money is more important, then go for the euro sign.

"Money is more than just a means of payment, it can help you achieve your goals," says Johan van der Zanden, head of communication and brand experience at ING Netherlands and Belgium, "but it can also put a relationship out of balance. With Love Beats Money we have brought people back in touch with each other and tried to give them some new insights. The couples are now reunited and fortunately they are all happy about this. Of course love is more important than money. We’re aiming to inspire and touch people with this film."

“We wanted to explore the fact that a conflict about money – even a small amount - can stall a relationship," adds Bas Korsten, creative partner at J. Walter Thompson Amsterdam. "Love Beats Money seems like a surprising statement coming from a bank, but in fact it fits seamlessly into the brand’s ethos, as ING Bank stands for progress. We are thrilled that our experiment shows that love indeed conquers all. No matter how important we sometimes think money is.”