The Challenge: ING Direct’s financial services communication had historically focused on high-interest savings accounts. It had successfully delivered its message using its long-time spokesperson Dutch actor Frederik de Groot. He was well recognized and the ads had worked to provide the initial lift to the brand. Now with a new agency, John Street, and a mandate to highlight its growth into a full portfolio of products (including RSPs, GICs, index-based mutual funds, mortgages and a home equity line of credit) a new initiative was required.
The Objective: To create a new ad campaign that built on the strength of the brand while highlighting its evolution into new areas. To do this, the brand would move on from de Groot, highlighting a new tag line (“Forward banking” replacing “Save your money”) while maintaining its connection with its powerful orange colour, which is a key element of its branding.
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