ING Direct gives Sydney and Melbourne workers back their lunch time in new campaign with UK magician Dynamo via UM, Ensemble and Soap
ING Direct has today launched a campaign via UM, branded entertainment agency Ensemble and Soap Creative, to give Sydney and Melbourne workers back their lunch break, which will see UK magician Dynamo visit Australia for the very first time.
Dynamo will perform in Sydney on Thursday 18 and Melbourne on Friday 19 July to encourage Australians to make better use of their disappearing lunch break.
Research by ING Direct has found almost one in three of us (28%) are eating at our desk; a similar proportion (33%) are skipping lunch entirely once a week, and one in ten usually work through their lunch break.
The free ‘Spend Your Lunch Well’ events will offer a completely unique lunchtime experience, like a sushi rolling class, writing music with Josh Pyke and Chance Waters or interactive art with renowned street artist, INDO.
Says John Arnott, executive director customer at ING Direct: “We are all about saving our customers time on banking, so instead, we’d rather see our customers spend their time doing fun, memorable and interesting things. So, let’s start with lunch.”
The campaign is a direct link to the bank’s recent ‘Spend Your Life Well’ tagline and campaign, which was launched as part of a brand refresh in mid 2012 via Droga5.
Says Mat Baxter, CEO of UM Australia: “This activation program is designed to bring ING Direct’s Spend Your Life Well positioning to life by encouraging Australians to get up from behind their desks at lunchtime and spend the time better by doing something personally rewarding or interesting.”