ING DIRECT, the Australian bank, has announced Isla Fisher as brand ambassador as it launches a new multi million dollar campaign by VCCP Sydney, which aims to show Australians how banking doesn't necessarily have to take itself too seriously, and in the process, position itself as a “Main bank” in Australia. The national campaign highlights the benefits of banking with ING DIRECT, joining Isla through her journey in getting to know the bank, becoming a customer (and a fan), and finally, sharing customers' good news stories. The campaign celebrates ING's position as the country's most recommended bank, holding the number one rating for customer advocacy among banks; a score that's even higher for customers who use ING DIRECT as their primary bank.
ING DIRECT has announced Isla Fisher as brand ambassador as it launches a new multi million dollar campaign
The campaign supports ING's strategy of being the primary bank for its customers, and launched through its social media channels on Friday 29 May, with Isla rallying customers to share their experience of ING DIRECT. An above the line campaign will launch on 14 June across television, cinema and digital. Through the initial social media component, customers are being encouraged to share their experiences of banking with ING, with their stories eventually becoming central to the brand campaign into early 2016 via the Isla for Ing web portal. The campaign is the first major work for the brand by VCCP, who won the account back in December.
Isla Fisher for ING Direct Australia – Shout Out
John Arnott, executive director of customers at ING DIRECT, said: “This is about us talking the walk. We've built a fantastic proposition across transacting, saving, mortgages and superannuation, and we share our success with our customers to help them get ahead. We are a unique business in how we operate and what we do for our customers, and it's time for us to share this customer experience more broadly.”
The campaign by VCCP Sydney supports ING's strategy of being the primary bank for its customers
He added: “We are relying on our customers sharing their stories of dealing with ING DIRECT and you can only do this if your customers are willing advocates. We have worked hard to create a truly customer-centric bank and we are now in a position where we can put advocacy at the heart of our brand.” Speaking of working with Isla Fisher, he said: “Isla is our first celebrity ambassador since Billy Connolly, and we're delighted to have her on board. We're confident that she will help us make banking human and show Australians how banking can be.”
