CLIENT
ING USFS
Tom Lynch, VP - Online Advertising & Research
Allen Ginsberg, Media Consultant
Shaun Mathews, CMO
Allan Baker, Head of Brand Management
Tricia Conahan, SVP - Brand Development
Steve Baskin, VP - Advertising & Sponsorships
AGENCY
Jennifer O'Brien, Brand Planning Dir.
Chris Miles, Worldwide Group Account Dir.
Paul Parton, Dir. - Brand Planning Dept.
Kate Murphy, Creative Dir.
Melissa Donahue, Account Supervisor
Tribal DDB
Eric Day, Account Supervisor
SUMMARY
This light-hearted campaign had a very heavy impact on ING's brand awareness and perceptions. ING was a newcomer to the high-stakes, high-spending U.S. financial services market. After being battered by the economy and disappointed by the lack of integrity evidenced by many financial services players, our target had zero appetite for more promises or new rhetoric. The advertising had to be emblematic of ING's commitment to "Fresh Thinking." marking the beginning of a journey toward something better. The campaign was enormously successful with a national effort supported by local market spends. The campaign increased unaided awareness in Atlanta from almost zero to nearly 50%, as well as significantly increasing total awareness and ownership of the "Fresh Thinking" attribute.
