ING Direct and "Walk Off the Earth" Social Media Contest Video


The Challenge
Create a Canada wide contest focused on retention and acquisition, reaching Gen X and Gen Y targets, with the message of “savings”. Encouraging engagement on a creative and entertain platform.

The Solution

Give Gen X and Gen Y targets inspiration by having Walk Off The Earth recorded a unique cover and video to Madonna's well-known "Material Girl" song to kick-off the Canadian Superstar Saver Search contest. Walk Off The Earth is a multi-talented Juno Award nominated Canadian indie band who helped us launch our YouTube® contest. Challenging Canadians to share the most creative ways they save money and win a $5000 prize deposited into an ING savings account. We followed up with short videos on-line giving participants examples of what we’re looking for. Such as a man saving on a gym membership by running through the park with hotdogs dangaling from his backpack while dogs chase him. Canadians responded with hundreds of unique videos, making the contest a success.
Contest video
How it was made...