AdFreakThis Bank Paid Consumers for Their Long Waits on Hold and in Checkout LinesING Direct eases the painBy David Gianatasio|October 2, 2018 Ce n'est pas bon.INGShareBy David Gianatasio|October 2, 2018 ShareAs if long telephone wait times weren’t infuriating enough, folks who call some corporate customer service departments in France actually have to pay for each minute they spend on hold. Ultimately, a surtaxé is added to their phone bills, and the funds redistributed to the brands that kept them hanging on the line.Sacré bleu! Quelle horreur! Womp womp!With such indignities in mind, ING Direct launched a campaign touting its free telephone hold times in France, which last, on average, less than 50 seconds. The initiative includes an amusing hidden-camera film shot at a gas station near Paris, where the fictitious “wait tax” really strips some gears: “The director (Cyril Tellenne) is a specialist in this type of exercise and had worked a lot for a hidden camera TV show here,” says Jean-Francois Sacco, co-founder and creative chief at Rosapark, which developed the campaign. “There are absolutely no actors in the film except the guy in the booth. Sometimes people got out of their cars. It was hard for our actor who, without any real training, had to deal with the surge of anxious people at the register like a pro, and act at the same time.”All day Friday, the bank staged a social media contest, inviting users to complain about sundry long waits using the #PayeTonAttente (“Pay your wait”) hashtag on Twitter.Fifteen winners received up to 60 cents per minute for the best stories, with the bank rewarding the most unusual and entertaining tweets.One dude groused about a 12-hour airport wait on Easter Island for a flight back to Rio de Janeiro, an Ikea customer raged against the on-hold music he recently had to endure for 45 minutes, and, a chef complained that her carbonnade (a Flemish beef and beer stew) took an agonizing two hours to simmer.Then there’s the cheeky user whose first contest tweet — about the time he spent worrying if his broken phone would ever work again — languished, prompting this winning followup: “It’s been exactly 3h since I’ve been waiting for @ingdirectfrance to respond to my tweet.”Quoi de plus frustrant de savoir si son portable est définitivement HS... 1h39 de stress, à tourner en rond, mais des fois l'attente paye !! ... mais avant faut payer ! #PayeTonAttente pic.twitter.com/gZFdbS6sts— Yann Sply (@garsonair) September 28, 2018CREDITS:ING Direct Marketing And Commercial Director: Yvon Martin Brand And Media Manager: Amélie Nguyen Ngoc Advertising And Content Manager: Marine Léoni Brand Content And Social Media Manager: Nicolas HunRosapark Co-Founders: Jean-Patrick Chiquiar, Gilles Fichteberg, Jean-françois Sacco Managing Director: Sacha Lacroix Account Director: Soraya Cottin Account Manager: Caroline Planty Head Of Social: Thibaut Thureau Strategic Planner: Alexandre Ribichesu Creative Directors: Gilles Fichteberg, Jean-François Sacco Copywriter: Pierre-Antoine Dupin Art Director: Frédéric Leclerc Tv Production: Thomas Laurent, Ingrid Le Minh, Vincent Lacroix Press: Theda Braddock Production Company: Birth Producers: Tristan Béraud, Jordan Santoul Director: Cyril Tellenne Media Agency: Carat Adweek Adweek