2010 SILVER

FINANCIAL SERVICES, PRODUCTS & SERVICES

DO YOU KNOW YOUR NUMBER?

ING FINANCIAL SERVICES, ING FINANCIAL SERVICES

Ann Glover, Chief Marketing Officer
Mark Kirby, Head of Corporate Advertising
Jim Cowsert, Director of Brand Strategy
Jon Caddell, Digital Advertising Officer

BBDO ATLANTA

Jeff Upshaw, EVP, Chief Strategy Officer
Bill Pauls, EVP, Executive Creative Director
Deborah Von Kutzleben, SVP, Sr. Group Account Director

OMD

Mark Mirsky, Client Communication Director

360I

BLINQ MEDIA

ING needed to a 10-20% improvement in key brand metrics with a 2.5% SOV during a period when trust in financial institutions was at an all time low (Q4 2008). ING encouraged consumers to find their number - the amount of money they needed to save to retire the way they want. They made 'the number' an arresting, evocative icon and used a media strategy that maximized each dollar. ING's brand metrics exceeded expectations, including 'Opinion of ING' increasing 47% over the previous period.