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ING Direct ‘Chains’

Agency: VCCP

Client: ING Direct

ING Direct is running a new TV campaign based on its graphic press and online creative.

The approach marks a break from its more recognised mono ads featuring everyday situations to one that is more abstract.  There is also a more definite call to action.

The TV ad is part of the £5m annual spend ING Direct runs through its creative agency VCCP, and is due to break during late November on TV channels including Channel 4.

The ad uses the chain graphics from the press campaign, which have been adopted to symbolize the fact that many investors have their money chained to a low interest rate which they give little thought to.

ING Direct hopes to encourage the aforementioned investors to free their savings from these constraints and invest with it instead.

Andrew Moody of ING Direct said, "This TV ad is very specific, targeting investors whose money is invested in low interest accounts. 

“The ING Direct brand is now very strong, recognised and respected, so the new approach is all about a call to action rather than simply a brand message."

Torie Wilkinson, account director at VCCP added, "Visually, the ad is very appealing and has a strong and succinct message.  It shows the depth of the creative work  that a TV ad can take its lead from other media like press."

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