ING launches animated ad campaign

/a/s/m/INGdirectpic.jpg

Animal puppets including a beaver and a bear star in a quirky new advertising campaign from ING designed to highlight the online bank’s commitment to speedy service.

The 11-week ad campaign, which launches on national TV later this week, will use fable style story-telling to illustrate the challenges people face when dealing with banks – and how ING Direct’s commitment to a “decent way to do banking”.

“Historically, ING Direct advertising has been heavily focused on the savings side of our business,” said ING Direct, CEO Richard Doe said. “As we rapidly expand into Mortgages and look to introduce other products it is increasingly important that we talk about what ING Direct stands for. Our new advertising campaign delivers on that brief. Our research showed that people simply want to be treated in a decent way by their banks, yet this doesn’t always happen.”

The campaign highlights how mortgage customers shouldn’t be left waiting for an answer, and how customers want their questions answered when they call their bank and how people don’t want to be told that the amount of savings they have is too small to bother with.

PHD will handle media planning and buying for the campaign, which will also run on posters, radio and online. The campaign was created by BMB.

brightcove.createExperiences();

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here