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ING Direct has launched a series of 15-second television ads to prove to Canadians that it’s more than just a savings bank; it can provide advice and a range of financial options and simple solutions.
The ads show Canadians lamenting their financial concerns while completing common tasks like shoveling snow or hanging out at the bowling alley. After a stranger points out the error of their ways, a female voiceover offers: “Getting what you want starts with the bank you choose.”
The idea behind this effort, developed by GWP Brand Engineering, was born from consumer focus groups held in Toronto, Vancouver and Montreal.
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The research found that Canadians want to take a more active role in their finances, and want to be financially independent and apply common sense to their finances.
Brenda Rideout, chief marketing and operations officer at ING Direct, said consumers continued to express disappointment with their advisors, or how complicated the banking process can be.
“What we’re trying to do is let Canadians know it’s not that complicated,” she said. “The idea is that every day Canadians take control.”
With RRSP season in full swing, Canadian banks have upped their marketing efforts. Rideout said using every day people in simple settings should help set the ING campaign apart from other efforts.
Rideout is also banking on the new campaign jingle composed by Toronto-based audio post-production house RMW, specifically for this campaign.
“The music has a nice jingle to it and we hope that resonates with Canadians as well,” she said. “It’s simple and stays true to the brand.”
The commercials will also be used online as pre roll ads on sites like Sportsnet.ca. The campaign is set to run for the next six months, with Initiative handling the media buy.
