The Works’ Android Pay Campaign Delivers For ING DIRECT

The Works’ Android Pay Campaign Delivers For ING DIRECT

The Works has wrapped up its second campaign with ING DIRECT by helping the bank launch Android Pay technology for its customers.

B&T Magazine
Posted by B&T Magazine

As part of the “One small tap, one giant step for human kind” campaign, ING DIRECT partnered with Cerebral Palsy Australia and assistive technology firm AbilityMate, committing $1 from each Android Pay transaction to help fund research and development of new technology that assists kids with cerebral palsy to improve their mobility and quality of life.

Since the campaign’s launch in late August, ING DIRECT has reported over 70,000 payments via Android phones and a 10 per cent uptake of the technology.

The campaign, which includes a range of customer communications, social media, video content and a microsite, also raised $50,000 for AbilityMate.

Phil Watson, creative partner at The Works Sydney, said ING DIRECT customers love the bank for its different way of doing things.

“So we thought it only fitting that a technology that makes it easier to pay for everyday items could also make it easy to help change someone’s life,” he said.

ING DIRECT’s head of marketing, Fiona Nicol, said the bank is always looking for ways of demonstrating how banking can be, and its Android Pay launch is another example.

“Not only are we enabling a new payment technology for our customers, we’re allowing our customers to further advance the technology available for children with cerebral palsy,” she said.



Engagement marketing manager: Matthew Bowen

Content marketing manager: Kelly Herbert

The Works Sydney

Creative partner: Phil Watson

Copywriters: Nathan Bilton and Alistair Geikie

Art director: Liam Seymour

Content production: Tristan Drummond and Patrick Mazallo

Digital designer: Paul Fitzgerald

Digital strategist and Producer: Mike Jones

Creative project management: Alex Edwards and Tristan Reid