Best Bank Mobile Application

ING DIRECT launched its mobile app for smart phones in the summer of 2010, giving Customers a chance to become even more nimble and efficient when doing their banking. The “Official App of Savers” (as we like to call it) was designed with Savers in mind, giving them access to the same great features available at indirect.com. Customers can check balances, transfer money, pay bills, find the nearest free ATM – all from their smart phones. Since its debut, our mobile app has been downloaded more than 500,000 times by Savers across America. To help promote the launch and drive traffic to newly designed, easy-to-use mobile microsites, we used Social Media (including our Savers’ Blog, Facebook, Twitter and YouTube). Here’s what else did we did to get the word out: • Millions of Customer emails, content area messages, banner ads and more • Window clings, posters, counter signs and table tents in ING DIRECT’s 7 Cafés across the country • A cool building projection at our Los Angeles office (in plain view of traffic on the busy 405) We earned a ton of publicity via blog mentions and press release page views. Plus, our Bank From Any Corner Contest garnered 750 entries from Customers sharing pictures and videos from the craziest corners they could find. We held a similar contest for employees to generate excitement and received 150 inspired shots. The mobile app launch was and continues to be a huge success story for ING DIRECT. We hope you’ll agree.

Contributors:

Head of Marketing:	John Owens
Head of Mobile Banking:	Kjell Hegstad

ING DIRECT

Location: USA