ING DIRECT takes over Edmonton Subway Station to showcase how little savings can add up to big things

TORONTO, Aug. 26, 2013 /CNW/ - A picture is worth a thousand words, but ING DIRECT took that concept even further using thousands of coffee cups to demonstrate to Edmontonians that cutting back on daily indulgences can lead to achieving larger savings goals. To best illustrate that "you get what you save for", ING DIRECT built a life-size car showing what spending on a popular morning staple, such as coffee, can add up to over time.

The installation was a joint effort between ING DIRECT and several Toronto-based agencies. The creative idea was developed by john st. with media buying handled by Initiative. Fourth Wall Media (the experiential marketing division of PATTISON Outdoor Advertising) handled production of the car.

The installation will live in the bustling Churchill Subway Station in Edmonton for nearly four weeks from August 12 until September 8. Commuters are challenged to guess the amount of cups used to create the showpiece and submit their answers through Twitter® and Instagram® using the hashtag #getwhatyousavefor for the chance to win $5,000.

Following a month of research and development, the car took shape over a span of three labour-intensive days before commuters' eyes. The unique installation is accompanied by a station domination that will drive passersby to the creative centrepiece with stair raisers, posters, floor vinyl and wall murals. Transit and bus shelter ads will also appear nationwide.

All coffee cups used were made from post-consumer recycled material and unused cups from the installation planning will be donated to The Calgary Drop-In & Rehab Center following the campaign.

Watch how the installation was built: here


ING Bank of Canada, operating under the trade name of ING DIRECT, is a wholly owned subsidiary of The Bank of Nova Scotia. 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 a 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, mutual funds, low rates on mortgages and a no-fee, daily chequing account that actually pays interest. ING DIRECT has been operating in Canada since 1997, and has paid over $6 billion in interest to Clients. ING DIRECT is open for banking 24 hours a day, 7 days a week, at, on mobile devices at or by calling 1-800 ING DIRECT (1-800-464-3473).

ING Bank of Canada and its subsidiaries have been acquired by The Bank of Nova Scotia and are no longer affiliated with ING Groep N.V. The trademarks ING, ING DIRECT, ING Lion, the ING Lion logo and any derivation, variation, translation or adaptation thereof are trademarks of ING Groep N.V. and are used under license.

Get social with ING DIRECT:;;

® Twitter is a registered trademark of Twitter Inc.
® Instragram is a registered trademark of Instragram, Inc.


For further information:

For more information or to arrange an interview, contact:

Jessica Bianchi
416-497-5157 ext 4453

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