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Tangerine breaks national campaign

Toronto-based bank Tangerine, formerly ING Direct, has begun a national advertising campaign to introduce its new brand. The creative focuses on the simplicity of banking with Tangerine. The campaign follows an earlier transitional campaign that focused on the name change and the values of the brand. The campaign was developed by John St. of Toronto, with digital work by Dashboard. Media buying was handled by Initiative Media. Direct mail was managed by Response Innovations.

The initiative consists of television, radio, out-of-home, print and digital advertising, as well as direct mail. According to the company, the campaign includes approximately 70% more television advertising than it has done before. It will also make use of pre-roll advertising on YouTube, as well as search engine marketing. Out-of-home elements will include vertical displays, transit ads and in-arena materials of the seven Canadian NHL hockey teams. Advertising will also be placed in all Cineplex movie theatres.

"You only get one chance to make a first impression, and we wanted this campaign to not only be memorable, but to reinforce the values inherent in the brand," said Andrew Zimakas, chief marketing officer at Tangerine. "What Canadians are now seeing is the culmination of nearly two years of strategic planning, research, development and execution that cuts through the noise to underscore the very simple message that banking doesn't need to be complicated."

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