Road to Saving Board Game.

• Position: ABA FINANCIAL MARKETING AWARDS: Customer Acquisition; First Place; Assets of Over $5 Billion - ING DIRECT - Brief article

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Institution: ING Direct, Wilmington, Del.

The "Road to Saving" Board Game event took place in Philadelphia. The objectives were: (1) Raise awareness for the online bank in the Philadelphia market; (2) Generate a large number of media impressions.

The event consisted of the bank taking over the Rittenhouse Square neighborhood in Philadelphia, turning the streets into an actual board game by place 4 feet by 4 feet vinyl squares over the sidewalk. Costumed characters acted as game pieces: Wally the Wallet, Annie the Free ATM, and Dolly the Dollar, along with Cedric and Amy--characters from the bank's...