We, the savers campaign.

• Position: Advertising campaign by Ing Direct bank - Brief article

The bank created a campaign to inspire people to save their money even in these tough economic times. The campaign objectives were to reinforce ING DIRECT as the leader in the savings movement and increase brand affinity with the current customer base.

In order to achieve this objective, the bank needed to create a brand experience that emotionally connected with Americans and engaged consumers in a fresh way on the topic of saving their money.

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The bank ran a full-page newspaper ad nationally showcasing a 10-point Declaration of Financial Independence inclusive of concrete steps Americans could utilize on the path to becoming financially independent. A microsite was also created featuring the declaration wethesavers.com and encouraged people to share the message of saving with friends and family.

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The newspaper ad was followed up by a guerilla teaser campaign which included subway station dominations...