Celebrating 15 years in Canada, ING DIRECT continues to revolutionize
the industry with its simplified, innovative and fair approach to
TORONTO, April 24, 2012 /CNW/ - ING DIRECT is marking 15 years in Canada
by evolving its brand to reflect its emergence as an everyday bank.
"forward banking™" replaces the bank's previous tagline "save your
money™", which Canadians have identified with the bank since it entered
the market in 1997. The new brand idea reinforces ING DIRECT's growth
into an everyday bank that provides simplified banking for modern
"ING DIRECT has evolved and grown significantly since we began operating
in Canada. We started with a high interest savings account; today we
offer a full portfolio of banking products that enable the simplicity
of one-stop banking. But despite how dramatically our offering has
evolved, the fundamentals of our business - ease, transparency,
fairness - have not changed. We continue to live up to the promise we
made 15 years ago," said Andrew Zimakas, Chief Marketing Officer, ING
"forward banking" helps communicate how we think banking should be -
simple and innovative, with products that offer value, with no unfair
fees and with the tools and service to bank when, where and how you
want," he added.
Since entering the market 15 years ago, ING DIRECT has evolved from
being a savings-centric bank to offering products such as the new
THRiVE Chequing™ Account - a no-fee, daily chequing account that pays
interest, TFSAs, RSPs, GICs, index-based mutual funds, mortgages and a
home equity line of credit.
"The world has changed a lot in the past 15 years. 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," said Peter Aceto, President and CEO, ING
DIRECT. "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."
Some highlights of ING DIRECT's forward, simple and innovative approach
to banking include:
Simple products - one savings account, and one chequing account that
actually pays interest
Multiple channels to do banking: online, mobile, phone (we're the only
Canadian bank with a 24/7 contact centre), cafés
First bank to launch mobile banking app across all platforms (iPhone®, BlackBerry®, Android®, Windows® Phone 7)
Café concept - a place for conversations about money and not just
No fees on savings or daily chequing
Digital signature for mutual fund enrolment
Free ABM access (2,400+ ABMs across Canada through THE EXCHANGE® Network)
Active social media presence to create dialogue and awareness about
CEO who actively Tweets and is on Facebook® advocating for simple banking and fair fees for Canadians
ING DIRECT's ad agency, john st., spearheaded the overall strategy of
the new brand idea and creative. Arthur Fleischmann, president/partner,
john st. described the new concept as a game-changer for the brand and
the industry. "ING DIRECT has been pushing banking forward for years
and now we're better communicating that through the new brand idea," he
said. "We're altering people's perceptions and expectations of what a
bank is in the 21st century."
ING DIRECT will introduce the new brand to Canadians through a 60-second
national television spot, called "Old Ways", airing from April 25 to
May 1. This commercial will run in various prime time spots in English
and French on both network (CBC, CTV, Global, TVA) and specialty
channels (HGTV, History, TSN, Slice, Showcase, RDS, Series+, Canal D).
A separate 30-second national TV spot, titled "Coal", will run for six
weeks beginning April 30.
Additionally, ING DIRECT will dominate all Postmedia newspapers and
websites on May 1 with its new brand creative.
ING DIRECT worked with Initiative Media to plan the media buy for the TV
spots, out-of-home advertising, Postmedia domination and digital while
Dashboard led the new brand work on all digital and online components,
such as website assets and banner ads. AmoebaCorp developed the design
identity and visual language for the new platform.
About ING DIRECT
ING DIRECT is Canada's leading direct bank with over 1.8 million Clients
and close to $40 billion in total assets. ING DIRECT is the bright way
forward in everyday banking for Canadians, offering value added, simple
products such as high interest savings accounts, including TFSAs, GICs
and RSPs with no fees or service charges, low rates on mortgages and a
no-fee, daily chequing account that actually pays interest. Low cost,
index based mutual funds are sold through ING DIRECT Funds Limited. ING
DIRECT has been operating in Canada since 1997, and paid more than $5
billion in interest to clients. ING DIRECT is open for banking 24 hours
a day, 7 days a week, at ingdirect.ca, on mobile devices at m.ingdirect.ca or by calling 1-800 ING DIRECT (1-800-464-3743).
Get social with ING DIRECT: Facebook.com/SuperStarSaver; Twitter.com/SuperStarSaver; YouTube.com/SuperStarSaver
Follow Peter Aceto: Twitter.com/CEO_INGDIRECT; Facebook.com/savingsceo; Direct Talk blog at blog.ingdirect.ca
™forward banking is a trademark of ING Bank of Canada.
™THRiVE Chequing is a trademark of ING Bank of Canada.
®BlackBerry is a registered trademark of Research in Motion.
®iPhone is a registered trademark of Apple Inc.
™Android is a trademark of Google Inc.
Windows® Phone is a registered trademark of Microsoft Corporation,
registered in the US and other countries.
®THE EXCHANGE Network is a registered trademark of Fiserv Inc., licensed
for use in Canada by FICANEX Services Limited Partnership.
®Facebook is a registered trademark of Facebook Inc.
Video with caption: "Video: ING DIRECT's new 60-sec TV spot, titled "Old Ways"". Video available at: http://stream1.newswire.ca/cgi-bin/playback.cgi?file=20120424_C8326_VIDEO_EN_12634.mp4&posterurl=http://photos.newswire.ca/images/20120424_C8326_PHOTO_EN_12634.jpg&clientName=ING%20DIRECT&caption=Video%3A%20ING%20DIRECT%27s%20new%2060%2Dsec%20TV%20spot%2C%20titled%20%22Old%20Ways%22&title=ING%20DIRECT%27s%20new%2060%2Dsec%20TV%20spot%2C%20titled%20%22Old%20Ways%22&headline=ING%20DIRECT%20introduces%20Canadians%20to%20forward%20banking
Image with caption: "ING DIRECT forward banking™ logo. (CNW Group/ING DIRECT)". Image available at: http://photos.newswire.ca/images/download/20120424_C8326_PHOTO_EN_12633.jpg
Image with caption: "ING DIRECT out-of-home advertising sample. (CNW Group/ING DIRECT)". Image available at: http://photos.newswire.ca/images/download/20120424_C8326_PHOTO_EN_12631.jpg
SOURCE ING DIRECT
For further information:
For additional information, or to arrange an interview, contact: