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ING Direct

It's The Little Things

ING DIRECT gives back to customers in a lot of unique little ways. They wanted to let Australians know this at the start of the new year – when engagement with finances is highest – because that's when people are setting goals.

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I worked on an integrated campaign to highlight the everyday benefits people could get with ING DIRECT – which all add up to getting to their goals sooner.

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My Role:

  • Concepting

  • Copywriting

  • Creative Direction

  • Art Direction

  • Graphic Design

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​The Results:

  • 72k Savings goals submitted.

  • 30k submitted in the first 3 days.

  • 30k+ New ING accounts opened.

 Leading the campaign was an animated 30 second spot dramatising a 'day in the life' of an ING Direct customer.

The campaign used OOH placements to link contextual benefits of banking with ING DIRECT to the environment where the creative was displayed.

In digital we wanted to get personal and really understand people's saving goals. We developed The Goal Getter, a fun way to capture details about people's goals – then we demonstrated all the little ways ING could help reach those goals sooner.

Here’s just a few examples of the tens of thousands of heartfelt goalsreceived:

Here's what the team at ING Direct thought about Goal Getter.

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