Video: Banking doesn't need to be complicated. Get everyday banking with no unfair fees, great rates and award-winning customer service from Tangerine. It's that simple. Learn more at Tangerine.ca
Campaign aims to show Canadians that banking can be simple
TORONTO, April 21, 2014 /CNW/ - Today, Tangerine (formerly ING DIRECT)
is launching a new, fully integrated advertising campaign aimed at
engaging Canadians from coast to coast. Rooted in the company's focus
on improving Canadians' banking experiences, the bold campaign features
a fresh face that personifies the brand's commitment to simple and
progressive everyday banking.
"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."
The campaign execution also demonstrates the innovative nature of the
brand. Tangerine is the first Canadian bank to integrate contextual
pre-roll advertising on YouTube as part of its campaign. This comes on
the heels of being the first Canadian bank to launch a fully responsive
website, tangerine.ca, which ensures a consistent website experience regardless of the device
used to access the site.
The advertising campaign was designed to roll out in two phases. The
first phase was a transition period that communicated the name change
while reinforcing that the bank's core values will remain intact. The
second phase, launching today, focuses on the simplicity of banking
Tangerine's media plan includes:
Wide use of television, radio, out-of-home (OOH), print and digital
advertising, with a television presence that is nearly 70 per cent
higher than previous company airings.
OOH advertising that will reach Canadians through the use of vertical
boards, transit placements and multiple station dominations.
Contextual pre-roll advertising on YouTube and contextual search engine
marketing that will engage consumers in a relevant way when they search
for common, non-financial related topics; a first for a Canadian bank.
Broadcast visible, in-arena and online assets in the home arenas of the
seven Canadian NHL teams.
Presence in all Cineplex movie theatres.
National presence through various media that spreads beyond the
country's larger urban markets of Toronto, Montreal, Calgary and
Vancouver to include Halifax, Moncton, Edmonton, Regina, Saskatoon,
Winnipeg, St. John's and Charlottetown, as well as smaller communities
in Ontario and Quebec.
For its television ad production, Tangerine enlisted award-winning
director Martin Granger and feature-film cinematographer Barry Peterson
who is known for his work on blockbuster comedies such as Zoolander, 21 Jump Street, We're the Millers and The Lego Movie.
"Banking in Canada is still complex and at times unfair," says Chris
Hirsch, Creative Director at john st. "We wanted to develop a
consistent creative platform that showcases the brand's unique position
in the industry."
Nellie Kim, Creative Director at john st. adds: "We want to show
consumers that the choice to bank with Tangerine is as simple as the
Tangerine banking experience itself."
john st., Tangerine's advertising agency, spearheaded the overall
campaign strategy, brand positioning, television, radio and OOH
creative. Dashboard created all digital and online components,
including contextual pre-roll, social media assets, website assets and
banner ads. Initiative Media planned the media buy. Response
Innovations took care of direct mail, including the largest mail-drop
in the bank's 17 year history.
To watch the new television ad launched today, visit youtube.com/tangerinebank
Tangerine is a direct bank that delivers simplified everyday banking to
Canadians. With more than 1.9 million clients and close to $38 billion
in total assets, we are Canada's leading direct bank. Tangerine offers
banking that is flexible and accessible, products and services that are
innovative, fair fees, and award-winning client service. From no-fee
daily chequing and high-interest savings accounts, GICs, RSPs, TFSAs,
mortgages and mutual funds, Tangerine has the everyday banking products
Canadians need. With over 1,000 employees in Canada, our presence
extends beyond our website and mobile app to our 24/7 contact centres
and our Café locations. Tangerine was launched as ING DIRECT Canada in
1997. In 2012 it was acquired by Scotiabank, and operates independently
as a wholly-owned subsidiary. For more information, visit tangerine.ca
Follow us on Twitter @TangerineBank.
Video with caption: "Video: Banking doesn't need to be complicated. Get everyday banking with no unfair fees, great rates and award-winning customer service from Tangerine. It's that simple. Learn more at Tangerine.ca". Video available at: http://youtu.be/_rftWZBd9sI
Image with caption: ""Do you want to earn interest on your chequing" - An example of a Tangerine transit shelter ad. (CNW Group/Tangerine)". Image available at: http://photos.newswire.ca/images/download/20140421_C4426_PHOTO_EN_39451.jpg
Image with caption: ""Stop following the crowd" - Tangerine takes over Yonge and Bloor Station in downtown Toronto. (CNW Group/Tangerine)". Image available at: http://photos.newswire.ca/images/download/20140421_C4426_PHOTO_EN_39453.jpg
For further information:
APEX Public Relations