As throngs of dedicated bargain hunters take advantage of online deals today, ING Direct is having a sale of its own to get Canadians thinking about saving money this holiday season.
ING Direct is offering deals around four of its products and services, all of which are highlighted on a special section of the bank’s website along with a countdown sales clock. The campaign, from digital agency Dashboard, promotes a one-day sale on “money” that coincides with Cyber Monday – one of the busiest days for online retailers.
While the campaign includes some collateral materials at ING Direct Cafes across the country, the majority of its investment appears in online display ads backed by search marketing.
ING Direct purchased homepage takeovers of major Canadian portals including FinancialPost.com, GlobeAndMail.com, Moneyville.ca and YouTube. Initiative Media handled the buy.
Mark Nicholson, head of digital and interactive at ING Direct, said the campaign differentiates it from other financial institutions by acting “more like a retailer than a bank.”
The goal of the campaign is to help consumers keep savings top-of-mind, drive acquisition and reward existing clients, said Nicholson.
