ING PROMOTION IN FULL BLOOM
By Adnews Staff
Toronto-based ING Direct was in full bloom Friday when it launched its Investment Savings Account promotion. The program, which ran at several different locations in Toronto's downtown core, was executed by Inventive Sales and Promotion. A "garden like" couple dressed in orange, complete with an orange wheelbarrow, distributed boxes of Dutch tulip bulbs to passerby, building on the "plant your money with ING Direct and watch it grow" positioning, Annette Borger, director of communications for ING Direct explained. The positioning is based on the fact that the account currently pays 5% interest with no fees, services charges and minimum balances. The couple distributed 5,000 orange boxes that featured the ING Direct 1-800 number and Web site address (http://www.ingdirect.ca). Borger said given the success of the promotion and the fact that people were lining up on the street to get the bulbs, ING may possibly extend the promotion into this week. The bulb box was designed by ING Direct's ad agency Garneau Würstlin Philp Brand Engineering of Toronto.