The adventures on the Road to Happiness Customer Contest.

• Position: ING DIRECT - Brief article

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Institution: ING DIRECT, Wilmington, Del.

This campaign was intended to encourage saving. The direct bank created and launched the Adventures on the Road to Happiness Customer Contest to engage its customers with a fun contest about saving. The bank wanted to reward its customers and provide extra inspiration and motivation to other customers through the winners' success stories.

The overall theme of the program and Web site tied back to the bank's commercials and advertising campaign, launched in February of that same year.

By applying online between June 1 and August 31, customers had the opportunity to provide the bank and the contest judges with an essay reflecting their ultimate saving goal (in 250 words or less) and an illustrative picture. Eligible customers could win $10,000 if selected as the...