Breaking campaign: ING launches biggest push since 90s
ING Direct is this week launching its biggest product offering and marketing campaign since the late 1990s with its Orange Everyday.
Orange Everyday is presented as challenge to Australia’s big banks to eliminate standard fees and charges, and to offer rewards to customers for banking with ING Direct.
The campaign started with a series of messages illustrated by a team of graffiti artists and then spread on key graffiti sites around major capital cities. These images were then displayed via press, TV, posters, Vespas and “protest rallies” in major city centres.
This week saw the beginning of the campaign with the main message “We Give”, to highlight the fact that the account that is fee-free, and will reimburse any related ATM owner fees for withdrawals of $200 or more. Creative appears across TVCs, newspaper wraps, newspaper podiums, 3D outdoor, bus shelter wraps, bespoke Volvo taxis (offering free rides), café screens, radio and shopping centres.
ING Direct CEO Don Koch said: “Orange Everyday is an account that cuts to the heart of customer dissatisfaction about bank fees, while offering the benefits of a full-service bank with a physical presence.”
To view the TVC click here
Credits: creative agency Jack Watts Currie, channel planning Naked, media strategy Mindshare, online @www, experiential Popcorn, below-the-line BWM
