ING takes a step forward in creative advertising.
Checking is a low-interest category. It’s an intangible product. Fees are a nuisance. Balancing a checkbook is pretty mundane.
Quite frankly, checking is as boring as going to the bathroom.
That got the folks at ING thinking. What if we took another everyday moment? What if we reminded people of its importance? What if we used that moment to say something about our new checking product?
The result: a great piece of creative advertising.
I found my (bathroom) visit surprising, entertaining, even engaging.
Even better, it sells a checking account. This is a great step forward.
http://i-needtogo.com/
Bryan Fuhr
in
branded entertainment
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Strategists & Planners
Comments (5)
For me, part of the exceptional execution was the recognition by ING that people would what to blog about the site. They offered YouTube-style cut-and-paste code to imbed the app right on the page. Love it.
Posted on November 5, 2007 17:29
Hi Bryan,
I must be daft but how does the site make checking more interesting?
Rishi
Posted on November 6, 2007 16:41
they forgot to wash their hands.
Posted on November 14, 2007 14:03
Hi,
we just launched the sequel to this campaign:
http://www.ingliondeposit.com/
Posted on January 16, 2009 07:06
Hi,
we just launched the sequel to the i-Needtogo campaign:
http://www.ingliondeposit.com/
Posted on January 16, 2009 07:26