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Industry Banking, Yellow Pages & Directories
Media Promo & PR, Case study
Market United Kingdom
Agency PHD London
Released August 2009

Credits & Description

Category: Financial Products & Services
Advertiser: ING DIRECT
Product/Service: BANK
Date of First Appearance: Aug 10 2009 12:00AM
Entrant Company: PHD , London, UNITED KINGDOM
Entry URL:
Brand & Acquisition Manager: Emma Taylor (ING Direct)
Head of Brand & Communications: Andrew Moody (ING Direct)
Worldwide Business Development Director: Howard Nead (PHD)
Client Services Director: Amanda Conner (PHD)
Media Manager: Zoe Kho (PHD)
Interactive Media Manager: Rachel Robinson (PHD)
Senior Interactive Planner/Buyer: Jessica Hewett (PHD)
Senior Digital Planner/Buyer: Clare Cooney (PHD)
Volunteer: Hayley Buery (The Kindness Offensive)
Media placement: Online - YouTube, - 10 August 2009

Results and Effectiveness
>195,000 people watched the films online (the videos equated to a cost of 9p-per-play – three times more effective that banner pay-per-click). ‘The Everyday Kindness Awards’ were one of a series of ‘feel good’ brand initiatives that we ran over the summer, and helped contribute to the following metrics: ‘Consideration’ tracking score rose by 5 percentage points. New accounts increased by a whopping 48% YOY in the month the ‘Everyday Kindness Awards’ activity was live. In a year of few good news stories in UK banking, ING Direct proved that helping people feel good is a strategy for all climates.

Creative Execution
With the ‘Saving feels good’ positioning at the core of the strategy, we set out to prove that not all banks are cold; we wanted to create real-life 'feel good' moments. The content created could then be used to help the campaign punch above its weight. We backed a series of initiatives with The Kindness Offensive; including ‘The Everyday Kindness Awards’ - a unique way to embrace ‘Saving feels good’ and engage our target audience. Three scenarios were filmed to celebrate the fact that there ARE people who are willing to pause their everyday lives to help someone in need. People who helped were rewarded with a surprise celebration - a medal, some flowers, a bottle of champagne, and a rousing rendition of ‘For he’s a jolly kind fellow’! The result was a set of heart-warming, quirky videos that could be hosted on the Feel Good portal and on YouTube.

Insights, Strategy & the Idea
2009 was not a great year for banks. In a year when consumer trust in banking was shaken, how did we get the British public to increase consideration AND new accounts with ING Direct? ING Direct doesn’t behave like most banks. In 2008 it identified the need to create a more emotional bond with saving, and developed the ‘Saving Feels Good’ proposition. To back up this positioning, a portal was created. It contains a selection of the good news items of the day, and allows people to interact and share positive stories. Our challenge was to further amplify ‘Saving feels good’ and drive consideration of ING Direct across the summer period. This led us to a simple but brave solution. CREATE EXPERIENCES WHICH BRING SAVING FEELS GOOD TO LIFE