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.
“The above the line campaign with Fisher has not only increased brand awareness, but has shifted familiarity and consideration to their highest levels and doubled customer growth,” he added.
ING introduced customers in the campaign as word-of-mouth remains one of the strongest marketing strategies.
“In this socially connective environment people are consuming less pushed messages and relying more on word of mouth networks,” he says.
The brand is sticking to its “How banking can be” tagline to show how ING Direct is a consumer facing bank despite having no physical branches, and that banking doesn’t have to be too serious.
The above the line campaign launched last night, with a “screen-led strategy”, across television, cinema and digital.
“We need to be where consumers want to be,” ING Direct brand and creative lead George Exikanas says. “A one-dimensional strategy wouldn’t work.
“TV still plays a crucial role in a rapidly changing media landscape, but digital is increasing important and I see that continuing,” he added.
ING DIRECT customers take starring role alongside Isla Fisher
ING DIRECT is launching its new national advertising campaign on Sunday 29 May, with four customers starring alongside brand ambassador Isla Fisher, bringing to life the experience of banking with ING DIRECT.
The latest campaign builds on the success of the ING DIRECT’s ‘how banking can be’ brand platform which launched in June last year, featuring Isla Fisher and prompting Australians to question their banking experience.
John Arnott, Executive Director of Customers, ING DIRECT, commented: “We’ve had a great response to Ms Fisher as our brand ambassador and she has played a major role in both raising brand awareness and driving business growth.
“Last year our campaign focused on our industry-leading customer advocacy, inviting customers to share their stories and experience of banking with ING DIRECT. The response was overwhelming, and this year we’ve been able to take it up a level and give our customers a starring role alongside Ms Fisher, who seems to be struggling with sharing the spotlight!”
In 2015, 27,000 customers shared their stories as part of the brand campaign and publicly rated the bank, with 96 per cent sharing positive reviews resulting in an average rating of 4.2/5.
To date, the above the line campaign with Ms Fisher has not only increased brand awareness, but has shifted familiarity and consideration to their highest levels and doubled customer growth.
The latest phase of the brand campaign sees customers bringing to life the benefits of banking with ING DIRECT, including use of any ATM across the country for free, no everyday account fees, a range of simple, transparent products and 24/7 Australian-based customer care.
The four customers starring in the advertising campaign have been banking with ING DIRECT from between two and 16 years. They were also selected based on their acting experience.
The above the line campaign launches on Sunday 29 May and includes television, cinema and digital.
Agencies
VCCP Sydney – David Kennedy-Cosgrove, Managing Partner
“Following on 2015’s success, this chapter heroes real customers demonstrating how banking can be with ING Direct. The story that unfolds sees Isla get a little too jealous of their brilliant performances, reacting with Hollywood levels of diva’ism. VCCP is incredibly proud to be part of a team that sets an alternative tone in popular culture, showing that banking doesn’t have to be too serious.”UM – Ross Raeburn, CEO
“We’re excited and proud to be part of the ING DIRECT team, building on the momentum and success of 2015. We continue to analyse, optimise and collaborate, to unearth smart data-fuelled opportunities to bring the campaign to life.”
ING Direct customers take starring role alongside Isla Fisher in TV campaign spot via VCCP, Sydney
ING Direct has launched its new national advertising campaign via VCCP Sydney, with four customers starring alongside brand ambassador Isla Fisher, bringing to life the experience of banking with ING Direct.
The latest campaign builds on the success of the ING Direct’s ‘how banking can be’ brand platform which launched in June last year, featuring Isla Fisher and prompting Australians to question their banking experience.
Says John Arnott, executive director of customers, ING Direct: “We’ve had a great response to Ms Fisher as our brand ambassador and she has played a major role in both raising brand awareness and driving business growth.
“Last year our campaign focused on our industry-leading customer advocacy, inviting customers to share their stories and experience of banking with ING Direct. The response was overwhelming, and this year we’ve been able to take it up a level and give our customers a starring role alongside Ms Fisher, who seems to be struggling with sharing the spotlight.”
In 2015, 27,000 customers shared their stories as part of the brand campaign and publicly rated the bank, with 96 per cent sharing positive reviews resulting in an average rating of 4.2/5.
To date, the above the line campaign with Fisher has not only increased brand awareness, but has shifted familiarity and consideration to their highest levels and doubled customer growth.
The latest phase of the brand campaign sees customers bringing to life the benefits of banking with ING Direct, including use of any ATM across the country for free, no everyday account fees, a range of simple, transparent products and 24/7 Australian-based customer care.
The four customers starring in the advertising campaign have been banking with ING Direct from between two and 16 years. They were also selected based on their acting experience.
Says David Kennedy-Cosgrove, managing partner, VCCP Sydney: “Following on 2015’s success, this chapter heroes real customers demonstrating how banking can be with ING Direct. The story that unfolds sees Isla get a little too jealous of their brilliant performances, reacting with Hollywood levels of diva’ism. VCCP is incredibly proud to be part of a team that sets an alternative tone in popular culture, showing that banking doesn’t have to be too serious.”
Says Ross Raeburn, CEO, UM: “We’re excited and proud to be part of the ING Direct team, building on the momentum and success of 2015. We continue to analyse, optimise and collaborate, to unearth smart data-fuelled opportunities to bring the campaign to life.”
The above the line campaign includes television, cinema and digital.
Agency: VCCP Sydney
Creative Directors: Andrew Fraser, Salvatore Gullifa and Dean Hunt
Agency Producer: Amanda Collins
Strategy Director: Michele O’Neill
Group Account Director: Kim Ellis
Designer: Sean Davitt, VCCP Sydney
Co-writers: Isla Fisher and Ant Hines
Production Company: Goodoil
Director: Fiona McGee
Production Producer: Claire Richards
Photographer: Ingvar Kenne
Offline: Tim Parrington, The Butchery
Online: The Editors
Sound: Nylon
Group Director: Rhonda So, UM Sydney