ING Direct - National Savings Account Campaign (Subway station instillation, station domination, stair risers, posters, floor vinyl, murals, TSA's, social video contest)
The Challenge
Create a Canada wide multi channel, retention and acquisition campaign promoting ING’s “savings account” targeting current and new customers. Canadians, even self-professed savers, simply aren't saving as much or as often as they should. We want to encourage and inspire them to do so.
The Solution
Three dollar coffees and daily take out lunches are expenses that don’t seem like much, but can add up over time. The creative idea is to visually depict how the small expenses in life can add up to our dreams over time. “You get what you save for”.
Part of the campaign was an Edmonton subway station domination, reaching 15,000 daily commuters. The focal point being the life-size version of a sedan made out of coffee cups as part of our ‘you get what you save for’ campaign. The installation lived in the bustling Churchill Subway Station in Edmonton for nearly four weeks. Commuters were challenged to guess the amount of cups used to create the showpiece and submit their answers through Twitter® and Instagram® using the hashtag #getwhatyousavefor for the chance to win $5,000. The coffee cup car was created in the Churchill Subway Station over a span of three labour-intensive days before commuters' eyes. The unique installation was accompanied by a station domination that drove passersby to the creative centrepiece with stair raisers, posters, floor vinyl and wall murals. Supported with out-of-home TSA’s, TV sponsorships on the Corus network, TSN, RDS, Asral “savings videos” (Montreal), 360 degree elevator wraps, on-line banners.
