Brand Barometer: The bank that wants savers

ING Direct's recent series of ads has led to the company achieving an improvement in its buzz and recommend scores.

Brand Barometer: The bank that wants savers
Brand Barometer: The bank that wants savers

Ing direct spend

May 2008Previous 12 months
Direct mailn/a£4,932,430
Door dropsn/a£545,162
Internetn/a£1,249,030
Outdoorn/a£2,633,279
Press£985,613£4,020,185
TV£1,360,260£5,566,879

Source: Nielsen Media Research


The first set of new ads for the brand aired on 13 May. Initially, three different advertisements with the same tag line - "This is what saving feels like" - were launched. The first features a snowball fight, with a group of people having fun in the snow.

The second and third ads in the series also first aired on 13 May.

The second ad features two older ladies sitting on a bench, laughing hysterically, while the third ad features a small child splashing around in a puddle.

Following on from the first group of ads, two further ads were aired featuring the same tag line.
Happy as a Dog aired on 16 May and the latest ad in the sequence, Wheelies in the Park, aired on 29 May.

ING Direct's new ads have been launched at a time of considerable financial uncertainty in the UK, with fears of a global credit crunch at the forefront of most consumers' minds.

The happiness that the brand wants you to associate with saving money is drilled home through the closing gambit: "Saving with the world's leading direct savings bank feels even better."

ING Direct's scores have benefited from the recent advertising campaign, with both buzz and recommend scores for the brand achieving their highest position so far this year.

The buzz and recommend indicators both peaked for the brand on 27 May at 4% and 5% respectively.

As the UK's financial situation grows ever more gloomy, brands such as ING Direct will hope that the number of savers continues to increase.

It will be interesting to see if ING Direct can continue to benefit from these advertisements.

METHODOLOGY
YouGov interviews 2,000 people each weekday to form its BrandIndex, a daily measure of public perception of more than 1,100 consumer brands across 32 sectors.

It is measured on a seven-point profile:
1. Buzz
2. General impression
3. Quality
4. Value
5. Satisfaction
6. Recommend
7. Corporate reputation

In addition, we supply an index score.
www.brandindex.com

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