ING Direct promotes Android Pay technology to its customers in new campaign via The Works
The Works has wrapped up its second campaign with ING Direct, launching Android Pay technology to its customers with the ‘One small tap, one giant step for human kind’ campaign.
As part of the launch, ING Direct partnered with Cerebral Palsy Australia, and assistive technology firm Ability Mate, committing $1 from each Android Pay transaction to help fund research and development of new technology that assists kids with cerebral palsy to improve mobility and as such quality of life.
Says Phil Watson, creative partner, The Works Sydney: “ING Direct customers love the bank for its different way of doing things, so we thought it only fitting that a technology that makes it easier to pay for everyday items could also make it easy to help change someone’s life.”
Since the launch in late August, ING Direct have reported over 70,000 payments via Android phones and a 10% uptake of the technology in response to the campaign.
Says Fiona Nicol, head of marketing, ING Direct: “We’re always looking for ways of demonstrating ‘how banking can be’ and our Android Pay launch is another example. Not only are we enabling a new payment technology for our customers, we’re allowing our customers to further advance the technology available for children with cerebral palsy.”
The campaign which includes a range of customer communications, social media, video content and a microsite, has raised $50,000 for AbilityMate.
ING Direct
Engagement Marketing Manager: Matthew Bowen
Content Marketing Manager: Kelly Herbert
The Works Sydney
Creative Partner: Phil Watson
Copywriters: Nathan Bilton & Alistair Geikie
Art Director: Liam Seymour
Content Production: Tristan Drummond & Patrick Mazallo
Digital Designer: Paul Fitzgerald
Digital Strategist & Producer: Mike Jones
Creative Project Management: Alex Edwards & Tristan Reid
1 Comment
I really wanted to like this, but didn’t.. Mostly due to the terrible content and awful off the shelf soundtrack. And so very long, could have been done so much better.
The idea is as old as Australia, do this, we give this, but… is buying behaviour and from a niche audience.
Which anyone who has any behavioural knowledge knows, doesn’t actually change behaviour. The results will be ok, as they are above.
How come 70,000 payments have been made but only $50k for the charity?