ING Direct promotes new chequing account
ING Direct has begun a marketing campaign for the upcoming launch of its new Thrive Chequing account. The campaign makes use of a website at <http://www.your185.ca> that carries live video of several walls located in Toronto and Montreal. The walls are covered in pennies, which passers-by are encouraged to take as a symbolic form of "taking back" their banking fees. The campaign also includes a video shot in Toronto during which actors stand in a fountain and throw change out at passers-by. This and several "person on the street"-style videos will be used as part of the campaign's social media component. The initiative will also include radio remote broadcasts in Vancouver, Calgary and Montreal that will encourage listeners to visit cafes at which they will have a chance to win $185. According to ING, this is the average amount paid by a Canadian consumer in banking fees each year. The campaign was developed by GWP Brand Engineering, Dashboard, Maverick PR and Response Innovations.