ING Direct has launched a 30-second English and French television commercial as part of its “Time to Save Again” campaign.
The spot is part of a fully integrated campaign from John St. and digital agency Dashboard that launched earlier this month to help Canadians rediscover their former zeal for saving.
Mark Nicholson, head of digital, creative and communications for ING in Toronto told Marketing the campaign is one of the company’s biggest marketing initiatives of the year and has two main goals: drive brand awareness and consideration for ING, and get Canadians to think of ING for their savings needs.
ING’s research found that more than half of Canadians (52%) don’t put money into a savings account. Among those who do save, 32% aren’t confident they’re saving enough.
Initiative handled the media buy.
