Best Financial Services Rich Media Online Ad

ING DIRECT, a leader in the direct banking category, sets itself apart by producing tweet-worthy, innovative creative and media executions. The goal of the marketing communications is to encourage Americans to make saving a lifestyle choice rather than a destination. This supports the Brand promise, “Save your money.” To encourage Customers and non-customers to save their money, ING DIRECT created an Electric Orange checking iAd experience that delivered a timely message, “Update Your Bank.” This played on the functionality of the mobile space and intersected with a national frustration driven by other banks charging their Customers fees. “Update Your Bank” was displayed to consumers, encouraging them to make the last bank update they would ever need. ING DIRECT used Apple’s iAd platform, which provided an interactive, stimulating experience for users. It was the perfect environment to communicate ING DIRECT’s core values and traits without disrupting the user’s mobile session. This was critical as mobile users consider interruption valueless while seamless presentation “brilliant.” The functionality of the iAd was configured by incorporating many functions of the Apple iOS, including click-to-call, email, and a gyroscopic function allowing the user to swing a wrecking ball to “knock out fees.” In addition, geo-location features added the value of an ATM-finder to the engagement. The design, messaging and usability of the ING DIRECT iAd achieved a higher performance benchmark for the unit, averaging a “time on site” 24% greater than the finance category and a “pages viewed” 25% greater than the category.

Contributors:

ING DIRECT

Location: USA