VCCP creates new 'like minded' brand campaign for ING Direct

VCCP is set to launch a new campaign promoting ING Direct's brand philosophy of simplifying the complexities of banking across its growing range of savings, mortgages and home insurance. The fully integrated campaign breaks with a new 30 second TV campaign and a range of new C4 Homes TV idents, alongside new press, online and website executions.

"Since we arrived in the UK in 2003 our integrated marketing campaigns have established ING Direct as a challenging, fair and no catches savings company. Now that we have over one million customers and a broader range of products our new campaign majors on our refreshingly simple and straightforward approach to financial services," said ING Direct Sales and Marketing Director Gina Fusco.

ING Direct's new multi million pound brand campaign continues its distinctive black & white look punctuated with use of orange & white to reinforce key messages. Importantly the new campaign introduces a new 'customer champion' who highlights how easy, straightforward and clear things are with ING Direct; in other words, they are his idea of a 'like minded bank'.

Dale Gall, Partner at VCCP, added: "The current communications task for ING Direct is as straightforward as the brand; ING Direct applies the same simple, consistently competitive and catch-free philosophy to all its products. The biggest challenge lies in keeping the strong visual identity and tone of voice we have created with ING Direct 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 17 million customers worldwide in successful operations in nine countries including Austria, Canada, Spain, the US, France, Italy, Germany and Australia.

All media planning and buying for the brand campaign will be handled by the recently appointed PHD.

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For further information contact:
Steve O'Connor at VCCP on 07734 542135 or steveo@vccp.com