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ING Direct breaks new branding campaign

Toronto-based bank ING Direct has begun a rebranding initiative to coincide with its 15th anniversary in Canada. The company has replaced its tagline "Save your money" with a new slogan: "Forward banking." The new branding is intended to promote ING Direct as an "everyday bank that provides simplified banking for modern lifestyles." The new branding and accompanying advertising were developed by John St. of Toronto. It includes a 60-second television commercial called "Old Ways" that will run until May 1 in English and French on network and specialty channels nationally. A 30-second commercial called "Coal" will be released on April 30 and run for six weeks. On May 1, the company will also run print advertising in all Postmedia newspapers and websites. Media buying for the campaign was handled by Initiative Media. Dashboard handled the digital and online components of the branding, while AmoebaCorp developed the design identity and visual language for the new materials. "The world has changed a lot in the past 15 years," said Peter Aceto, president and CEO of ING Direct. "We're shopping online, buying our music and books in the cloud, and interacting with our social groups differently. There's been all this progress in so many areas of our lives, yet banking seems to be more complicated than it needs to be for Canadians. Other banks still conduct much of their business in branches, and they charge fees whenever possible. But there is a better, more forward thinking approach to banking in Canada, and the evolution of our brand helps illustrate that."

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