ING Direct urges Australians to say no to ATM fees in a new campaign via Droga5 Sydney
ING Direct has launched its latest advertising campaign via Droga5 Sydney, against ATM fees based on Australians’ frustration with ATM fees.
The campaign asks Australians to ‘say no to ATM fees’, following research which shows almost one in four say ATM fees are their most hated bank fee. It also highlights just how much Australians are charged in ATM fees each day – a huge $1.5 million*.
The campaign is part of the relaunch of ING Direct’s Orange Everyday transaction account, offering free ATM access anywhere in Australia when $1,000 is deposited per month.
Says Chris Kenny, ING Direct’s head of marketing: “We’re committed to providing a solution to that pain point felt by Australian consumers. The campaign reflects our consumer advocacy.
“We’ve always looked for ways to save Australians money and it became apparent that a more competitive solution to ATM fees was needed.
“It’s interesting that although we have no physical presence, we can provide a unique offer through one of the country’s biggest banking infrastructures – a network of 30,000 strong ATMs.”
The TVC “March of the ATMs” debuted on YouTube and aired on Sunday 13 July, driving consumer awareness of the ING Direct offer. The campaign has a heavy outdoor focus including Australia’s largest billboard, the ANZAC Silo and bus shelters as well as messaging on ATM screens and receipts.
Creative: Droga5
Digital: SOAP Creative
Media: Universal McCann (UM)
*Research by Mozo using RBA data
3 Comments
That’s from the super-creative D5? Really?
I just find it funny that they “sympathise” with customers in paying the fees and don’t think its fair, but then makes it conditional to save the money they say you shouldn’t paying anyway. Go figure? Little banks also are only in it for themselves don’t kid yourself.
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