ING Direct begins Thrivetastic campaign
ING Direct has begun a campaign called "Thrivetastic" to promote its Thrive chequing account. The campaign includes national advertising as well as a celebrity charity component that will take place in four Canadian cities. Calgary football player Henry Burris, Vancouver hockey player Trevor Linden, Toronto television host Amber MacArthur and Montreal actress Tammy Verge will travel the streets of their respective cities with an ING Direct client card and a branded vehicle. Each will attempt to spend $7,000 within seven hours on "random acts of kindness" for other people. Each participant will receive a $15,000 donation to the charity of their choice, while the contestant who completes the task in the least amount of time will receive an additional $15,000 donation. The supporting ad campaign includes online, transit, and print advertising, as well as social media activities. The campaign was developed by Dashboard, with media buying from Initiative Media and public relations by Maverick Public Relations. In addition, Canadians who open a new Thrive account and switch their payroll before May 4 will be entered into a draw for $25,000. "With the Thrive chequing account we've revolutionized how Canadians do their daily banking," said Brenda Rideout, chief marketing officer at ING Direct. "We've created a product that fits into their everyday lives, and we wanted an equally innovative campaign to highlight its convenience and no-fee features."