Creative Agency: CreativePriority
The intro message leverages the 1099 reminder and how you can earn higher interest at ING DIRECT, with the follow up coordinated banners also encouraging people to use a tax refund to open their Orange Savings Account. Look closely at the two banners and you’ll notice how neatly the animation sequences are coordinated to make for a bigger impact and to draw the viewer into watching both banners, but in a way that each banner can also be viewed independently on the page. The results so far have exceeded our expectations, but have definitely confirmed the impact of timeliness on this creative. The original intro creative work was animated longer and was much clearer in communicating the message, but publishers required us to shorten it.
--Jurie Pieterse, Online Marketing Director, ING DIRECT
This was a great example of our creative partnership and relationship with the client. Jurie phoned and said that he had this idea and what did we think about it. ING DIRECT was busy printing 1099 forms to send to their customers showing the interest they earned on their Orange Savings Accounts during the year. All the other banks were sending out the same forms at this time of year, and Jurie recalled how he one year, even before joining ING DIRECT, looked at one of these forms and was dismayed with what little interest he earned during that year from his bank.
It immediately struck us as a very topical issue, and one the target market could relate to. We wanted a message that would motivate the user to take action, insuring them a higher interest rate in the upcoming year. The challenge was to communicate a pretty complex issue within a very short time frame and even smaller dimensions as simply and as clearly as possible.
The use of the color orange and the fun animated elements all helped to set the creative apart from more traditional and stagnant tax messaging (e.g. tax software or e-file). The final design and concept combine to form a unique execution that helps to reinforce ING DIRECT’s message.
--DJ Haddad, Creative Director, CreativePriority
"Simply put - this execution successfully makes the most of what they've been given. Aside from the overall timing of the piece - the key differentiator is how ING used two different ad units to not only complement the intro piece, but each other as well. The idea of surrounding the consumer with sequential messaging is something I think advertisers should take more advantage. It allows the advertiser to bring the consumer through an experience of how their product/service can be of value to them - rather then be bombarded with multiple messages that might ultimately lead to brand confusion over brand recall."
-- Mario Diez, PointRoll, New York Sales Director
This creative, which is simple and to the point, proves that you don't have to be flashy and "I wear black and read Vanity Fair" creative to be "it works!" creative. I'm also impressed by the way the animation functions. It leads your eye from copy point to copy point -- I don't feel that way about many, if any, online creative pieces. The simple message -- are you getting enough interest from your savings account? -- coupled with the effectiveness of the interest counter, and the way the ad walked me through it's message, makes this one a winner. And you can take that to the bank.
--Lee Watters, Executive Editor