ING Direct has launched a new positioning intended to distance it from its longtime image as a savings bank, accompanied by an explosive campaign intended to make it stand out from its competitors.
The financial services brand’s new “Forward banking” positioning is meant to reflect the evolution of its product offering from a high-interest savings account to a full portfolio of products, including RSPs, GICs, index-based mutual funds, mortgages and a home equity line of credit.
“Forward banking” replaces the “Save your money” positioning that has been used since ING’s 1997 debut.
Chief marketing officer Andrew Zimakas, who has spearheaded the repositioning since joining ING in May 2011, said that “Forward banking” is the external manifestation of an internal brand positioning known as “A bright way forward.”
The repositioning is being accompanied by a multi-faceted marketing campaign by John St. that includes TV, print, digital and out of home. It is the Toronto agency’s first work for ING since winning the assignment last year.
Zimakas said the new positioning aims to portray ING as a “better everyday banking option” for Canadian consumers. “We’ve been largely known as the bank that helps Canadians save their money since we launched,” said Zimakas. “It’s an identity that served us well… but our offering has evolved significantly over the years.”
Angus Tucker, co-creative director and partner at John St., said the creative is meant to be a “head-snapper” for Canadian consumers that will make them see ING in a fresh way.
The campaign launched Monday with teaser spots on ING’s YouTube channel, while a slyly humourous 60-second anthem spot entitled “Old Ways” debuts Wednesday in English and French. The spot will air nationally on CBC, CTV, Global and TVA, as well as specialty channels including HGTV, History, TSN, RDS, Series+ and Canal D.
The spot shows some of the hallmarks of traditional banks – pens attached to teller counters with chains, velvet ropes, “next window please” signs – being blown up in slow motion, accompanied by the haunting song “Non, je ne regretted rien” by famed French singer Edith Piaf.
The spot features the super “It’s time to stop banking in the past” (which will also tie together the various creative elements, said Tucker), a new four-note mnemonic and a new visual identity created by John St.’s design affiliate AmoebaCorp.
Zimakas said the spot is aimed at positioning ING as a “game-changer” in a traditionally staid category, a brand that has empowered its customers by leveraging technology and a human touch through the introduction of multiple banking channels, a café concept for its bricks-and-mortar locations, and a CEO who regularly takes to Twitter and Facebook to advocate for simple banking and fair fees.
“We’ve got a banking market in Canada that is dominated by traditional providers,” said Zimakas. “They’re respected, but could also be seen as being rigid and complex in what they offer. What we’ve tried to be is progressive and a more positive force in this traditional category.
“We want to be perceived as a breath of fresh air for this category and as an organization that cares about its clients, cares about its employees and wants to shake things up,” he added.
A series of spots showcasing individual ING products will begin airing later this month. Tucker told Marketing that the product spots will use humour to make a point.
ING will also launch a domination campaign in Postmedia newspapers and websites on May 1.
ING quietly phased out its longtime spokesperson Frederik de Groot approximately 18 months ago. The Dutch actor had become synonymous with the brand, but Zimakas said that his role as an observer who points out banking injustices was no longer relevant to the brand. “Frederik played a huge role, but we’re at the point now where we need a fresh approach,” he said.
ING has approximately 1.8 million customers across Canada with what Zimakas described as “momentum” in several markets, including Quebec. The company plans to place additional emphasis on customer segments including younger Canadians and new immigrants, said Zimakas.
Media for the campaign was overseen by Initiative Media, while Dashboard oversaw the campaign’s digital elements. Sound for the 60-second spot was handled by Vapor Music (Toronto), while editing was done by Posterboy (Toronto). Production was overseen by Soft Citizen.
