ING launches animated ad campaign


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.


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