Here are a couple of new adverts for ING Direct – the first of which has caused some controversy! Read more within this post…
The Gallery has recently been updated with photos and screencaptures from Isla’s ING Direct adverts, and I’ve now added information on the campaign to our Career section. Further down this post are a collection of all the videos I can find from the campaign that haven’t already been posted here. Isla is pretty funny in the vids!
• Gallery: ING Direct
ING Direct customers take starring role alongside Isla Fisher
ING Direct has launched the next stage of its brand campaign, since the bank overhauled its positioning in June of last year and will star Isla Fisher as an ambassador.
In the campaign by VCCP Sydney, ING Direct has again used brand ambassador Isla Fisher alongside four customers to bring its customer experience offering to life.
ING Direct executive director John Arnott told AdNews Fisher has been a strong contributor to the company, doubling its sales in the past year and also raising its brand awareness.
Earlier this year, a study was released revealing celebrity ambassadors aren’t worth it unless they are a credible source that relates to the brand.
“Using a celebrity ambassador whose personality aligns with our brand and values helps [ING] cut through in a cluttered category,” Arnott says.
Here’s Isla’s first commercial for ING Direct, entitled ‘Monologue’…
ING banks on actress Isla Fisher to spearhead new branding campaign
Five years since dropping comedian Billy Connolly in favour of a talking orang-utan, ING Direct is betting on actress Isla Fisher to power its latest assault in the competitive $4.3 trillion banking market.
As several banks, including ANZ and ME Bank, refresh their marketing, ING will today unveil Fisher as its first celebrity ambassador since Connolly and the face of a new advertising campaign to power its strategy of trying to be customers’ “primary bank”.
Led by Fisher — who holds an ING Orange Everyday transaction account — rallying customers to share their experiences, the campaign launched through social media channels on Friday before a wider assault on June 14 across television, cinema and digital.
ING, the nation’s fifth-largest mortgage lender, hopes encouraging customers to share their experiences will show others “how banking can be”, while giving the bank with insight into how it can improve products and services.
“Given the existence of social media, it’s happening anyway. Our customers talk a lot about us,” ING chief Vaughn Richtor told The Australian, adding the bank’s leading net promoter score — a measure of customer advocacy — provided confidence to “amplify” the discussion. “They say nice things about us, they also say things we should start doing or things we could do better, either way it’s valuable as we’re human beings and we don’t get it right every time but what we do look for is continuous improvement and the only way to do that is do those things customers truly value.
“It’s not some vague promise it’s actually what we deliver … a broad range of products and a great experience.”