ING Direct with Isla
The Campaign
We’ve built a visual and aural brand identity with Isla (love her or hate her), playing the role of a ‘rogue’ brand ambassador on a mission to find the truth. With its cheeky approach, the campaign takes Australia into the inner thinking of a no-nonsense celebrity as she learns about the bank in a way that defies category expectations. We first wanted to reflect just how deep the customer satisfaction was, and Isla gave us the perfect vehicle to make that call.
The campaign launched with Isla calling out to customers on Facebook and Twitter,
asking them to give their opinion of ING DIRECT before she made any ads.
asking them to give their opinion of ING DIRECT before she made any ads.
The loyal customer base was instantly mobilised, with over 30,000 customers responding to Isla’s call over three weeks. The Orange Army, as it’s affectionately known, offered up honest stories (mainly good but some not so good), on their experience of ING DIRECT. Our client was refreshingly adamant that we presented a realistic and authentic snap shot in time.
The campaign grew into a further 10 films across 2016, with many still to rollout
over 2017.
over 2017.
With more customers switching to ING DIRECT, the business enjoyed its most commercially successful year-to-date in 2016, exceeding many of the business
targets set.
targets set.