The Web Marketing Association is proud to present this 2012 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Financial Services Rich Media Online Ad
ING DIRECT, a leader in the direct banking category, sets itself apart by producing tweet-worthy, innovative creative and media executions. The goal of the marketing communications is to encourage Americans to make saving a lifestyle choice rather than a destination. This supports the Brand promise, �Save your money.� To encourage Customers and non-customers to save their money, ING DIRECT created an Electric Orange checking iAd experience that delivered a timely message, �Update Your Bank.� This played on the functionality of the mobile space and intersected with a national frustration driven by other banks charging their Customers fees. �Update Your Bank� was displayed to consumers, encouraging them to make the last bank update they would ever need. ING DIRECT used Apple�s iAd platform, which provided an interactive, stimulating experience for users. It was the perfect environment to communicate ING DIRECT�s core values and traits without disrupting the user�s mobile session. This was critical as mobile users consider interruption valueless while seamless presentation �brilliant.� The functionality of the iAd was configured by incorporating many functions of the Apple iOS, including click-to-call, email, and a gyroscopic function allowing the user to swing a wrecking ball to �knock out fees.� In addition, geo-location features added the value of an ATM-finder to the engagement. The design, messaging and usability of the ING DIRECT iAd achieved a higher performance benchmark for the unit, averaging a �time on site� 24% greater than the finance category and a �pages viewed� 25% greater than the category.
Contributors:
ING DIRECT
Location: USA