As a retail bank, ING DIRECT is always looking for new ways to develop a retail product that can be promoted through its favorite marketing medium � the internet. On November 25th, 2011, the Gift of Saving for Kids began selling on our e-commerce site shop.ingdirect.com. Here�s how it works: a Customer pays $25, ING DIRECT pays $25, and the child gets a fun Savings Adventure Kit that includes a $50 account opening bonus, a savings adventure passport, sticker badges and a pop-up coin bank. Once the kit arrives at the recipient�s home, they�re prompted to visit ingdirect.com/kidsgift where they can either open the account and redeem the reference code, or get more information on the account itself.
The product was marketed on the website�s landing and product pages, as well as 2 dedicated emails that went out to our Customer base. Between November 25th and December 31st, 2011, 1,079 Gift of Savings for Kids were sold, setting a lot of kids on a lifelong journey to saving.