VCCP is set to launch a new campaign promoting ING Direct’s new straightforward mortgages. The fully integrated campaign will include press ads, outdoor and online, plus additional mortgage specific TV idents on the C4 Homes programming, which ING Direct currently sponsors.
VCCP’s new multi-million pound launch campaign highlights that ING Direct now offers two straightforward mortgages (a Flexible and Fixed rate), with ads strongly featuring the ING Direct’s trademark ‘lifebelt’ to highlight its consistently competitive rates, simplicity and no catches approach.
Dale Gall, Partner at VCCP, says: “With over one million customers in just three years ING Direct has been successfully launched as the brilliantly simple savings alternative to the mainstream banks. The communications task is as straightforward as the brand; what ING Direct has done for savings it is now doing for mortgages and home insurance – by applying the same simple, consistently competitive and catch-free approach. The biggest challenge lies in keeping the strong visual identity and tone of voice synonymous with the brand whilst signaling it is now a financial services brand rather than just a savings provider.”
Since launching in May 2003, ING Direct has enjoyed huge success in the UK market becoming one of the UK’s fastest growing savings banks. Established in 1997, ING Direct is part of the global ING Group. It is the world’s leading direct savings bank, with over 16 million customers worldwide in successful operations in nine countries including Canada, Spain, the US, France, Italy, Germany and Australia.
All media planning and buying for the mortgage launch will be handled by MPG.
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For more information please contact: Steve O’Connor at VCCP on mobile: 07734 542135 or email steveo@vccp.com For more information on VCCP visit www.vccp.com
