We use cookies to ensure that we provide you with the best experience on our site. To learn more about how they are used please view our Cookie Policy.
If you continue to browse our website we will assume that you are happy to receive cookies. However, click here if you would like to change your cookie settings. [X]

Fables

Client: ING Direct
Brand: ING Direct

THE BUSINESS PROBLEM
ING Direct is a direct bank with no branches, making competing with the big banks for share of mind a massive challenge. We needed a campaign that gave ING Direct a clear, differentiating positioning and a stand out identity in the public's minds.

THE IDEA
ING Direct has a strong internal culture of striving to do the very best they can for their customers and for each other, but this has never been talked about. We took this internal culture and described it as 'A decent way to do banking'.

THE RESULTS

ING Direct is only the 8th biggest spender in the category, but our 'A decent way to do banking' campaign currently ranks top in terms of recognition and correct brand attribution across all bank advertising.  We have also seen spontaneous awareness rise from a low 4% to a high 10%; our savings CPA decrease by 25%; and an ROI of £7.50 for every £1 spent on mortgage advertising.


Your session will expire in xx.xx
Continue or Log Out