2003 BEST INTEGRATED MEDIA CAMPAIGN WINNER

WINNING ENTRY - Journey to work

COMPANY - MindShare

CLIENT - ING Direct

SPONSORED BY

OBJECTIVE

ING Direct's domination of the online savings market was being threatened by new products such as easystreet and St George dragondirect. While ING Direct had attracted over 400,000 customers in four years, it needed to meet aggressive targets set by head office in Amsterdam. The cost per acquisition was rising, and the combination of print and TV was no longer as effective. A new approach was needed.

CAMPAIGN

The media strategy was driven by consumer insights, such as people feeling guilty about not saving, and thinking more about saving during the week then spending up on weekends. MindShare created the "Journey to work" campaign to catch people at the moment when they might be thinking about saving, Monday to Thursday afternoon. The campaign used morning radio (when the alarm goes off), newspapers, transit advertising, coffee cups and lift advertising - "Going up? Watch your savings do the same". These media built on the base of TV, to work together to provoke action. A simultaneous roll-out of the media was required in order to create a truly holistic "nagging" strategy.

RESULTS

The "Journey to work" campaign increased the number of call responses by 149%, and the target of 25,000 new customers was exceeded. Millward Brown tracking showed that TV awareness was 28% above the established model's forecast. The Amsterdam head office regards the campaign as a phenomenal success.

JUDGE'S COMMENTS

This entry for ING demonstrated how effective a truly integrated campaign can be. Integration is difficult to achieve under normal circumstances, but is especially challenging in the direct response area. There's no question that in this case the whole was greater than the sum of the parts.