ING Promo, Case study BE GOOD AT MONEY by CTWCM Advertising Agency

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BE GOOD AT MONEY

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Industry Investments, Insurance
Media Promo & PR, Case study
Market Hong Kong SAR China
Agency CTWCM Advertising Agency
Creative Director Paul Chan
Released December 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: ING LIFE INSURANCE, (BERMUDA)
Product/Service: FINANCIAL PLANNING INVESTMENT
Agency: CTWCM ADVERTISING AGENCY
Date of First Appearance: Dec 6 2010
Entrant Company: PHD HONG KONG, HONG KONG
Entry URL: http://www.ing.com.hk
General Manager: Clement Chung (PHD)
Associate Buying Director: Phyllis Lam (PHD)
Strategic Planning Director: Deric Wong (PHD)
Senior Planner: Betsy Cho (PHD)
Buyer: Andy Leung (PHD)
Account Director: Nick Poon (CTWCM)
Creative Director: Paul Chan (CTWCM)
Media placement: Outdoor- Billboard - Yee Kong Building - 06 December 2010

Insights, Strategy & the Idea
Amid the turmoil in global financial markets, a good grasp of personal finance management is the key to wealth and asset protection. However, more than 89% of people think that anything to do with finance is too difficult to understand and 70% of them assume that it is only a concern for the rich and it appears like “money and financial planning” is only a marketing jargon.

The key objective of this campaign is to reinforce ING’s customer-focused approach by making finance easier to understand and transact. Instead of talking in the abstract, we want to educate people the importance of taking care of their personal finance in a more direct and digestible way.

Creative Execution
Riding on the hot topic of Fed’s Quantitative Easing 2 Policy in Q4 2010, we transformed an outdoor billboard in the business centre into a mega “banknote printing machine”. The message is very straight forward “massive printing in progress, what’s your plan to protect your money”. Indeed most people think the non-stop printing of banknote in the United States will inevitably create inflation and devalue their money. This special creative triggered people to think about their finances and reminded them the importance of “Be Good At Money”.

Results and Effectiveness
Almost 65% of respondents have recognized this “mega banknote printing machine” in downtown.

78% of respondents agreed the message was easy to understand and it’s relevant to them.

The ad made 46% of respondents to think about their finances.

More than 275,000 new visitors on the “Be Good At Money” website.