18th May 2011
Fables
THE BUSINESS PROBLEM
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.
THE IDEA
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'.
THE RESULTS
It is early days for the campaign, but looking at 2 week averages before and after launch there was an immediate uplift in sales of both mortgages and savings by over 20%.
