ING Direct launches new national campaign with Australian actress Isla Fisher via VCCP Sydney

ING DIRECT has announced Isla Fisher as brand ambassador as it launches its new advertising campaign via VCCP Sydney, showing Australians how banking can be.

The national campaign highlights the benefits of banking with ING DIRECT, joining Fisher through her journey in getting to know the bank, becoming a customer and a fan and, finally, sharing customers’ good news stories.

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The campaign celebrates ING DIRECT’s positon as the country’s most recommended bank, holding the number one rating for customer advocacy among banks; a score that’s even higher for customers who use ING DIRECT as their primary bank.

Says John Arnott, executive director, customers, ING DIRECT: “This is about us talking the walk. We’ve built a fantastic proposition across transacting, saving, mortgages and superannuation, and we share our success with our customers to help them get ahead. We are a unique business in how we operate and what we do for our customers, and it’s time for us to share this customer experience more broadly.”

Through an initial social media component customers are encouraged to share their experiences of banking with ING DIRECT at www.islaforingdirect.com.au, and their stories will become central to the brand campaign into early 2016.

Says Arnott: “We are relying on our customers sharing their stories of dealing with ING DIRECT and you can only do this if your customers are willing advocates.

“We have worked hard to create a truly customer-centric bank and we are now in a position where we can put advocacy at the heart of our brand.

“Isla is our first celebrity ambassador since Billy Connolly, and we’re delighted to have her on board. We’re confident that she will help us make banking human and show Australians how banking can be.”

The campaign supports ING DIRECT’s strategy of being the primary bank for its customers and launched through ING DIRECT’s social media channels on Friday 29 May, with Fisher rallying customers to share their experience of ING DIRECT. An above the line campaign will launch on 14 June across television, cinema and digital.

ING DIRECT offers award winning products and services across savings, home loans, payment accounts and superannuation. Since 2012 ING DIRECT has given more than $54 million to its customers through its loyalty cash rewards program.

Dean Hunt, founding creative director, VCCP Sydney, said the campaign aimed to be both honest and entertaining, playing up the relationship between Fisher and her bank.

Says Hunt: “Many of the scripts were based on actual conversations with Isla and written on the day. Exciting stuff. With this ‘ads imitating life’ approach we feel we’ve hit upon a refreshing tone of voice.”

Says Mat Baxter, CEO, UM: “This is an exciting campaign with a channel mix that’s truly calibrated for the new world. ING DIRECT should be congratulated for putting screens, social and mobile at its very core.”

Says Ross Raeburn, managing director, SOAP: “We’re excited to be working with ING DIRECT’s loyal and loving customers to help shape the brands future.”

VCCP Sydney

UM