ING Direct is a direct bank with no branches, making competing with the big banks for share of mind a massive challenge. We needed a campaign that gave ING Direct a clear, differentiating positioning and a stand out identity in the public's minds.
ING Direct has a strong internal culture of striving to do the very best they can for their customers and for each other, but this has never been talked about. We took this internal culture and described it as 'A decent way to do banking'.
By the end of 2012, with only the 8th highest ad spend, ING Direct had the highest campaign recognition and the highest correct brand attribution of any other bank campaign.
Over the course of the campaign spontaneous awareness has risen from a low of 4% to a high of 10%.
The campaign has delivered a 25% decrease in acquisition CPA for savings pre and post the introduction of the new Fables campaign.