ING Direct campaign offers cure for RSP-like symptoms

ING Direct believes it has found a cure for the common RSP. The financial services company has launched a new bilingual campaign likening the RSP process to a malady that can cause symptoms like sleeplessness and anxiety. Developed by Toronto agency John St., the “Are you suffering?” campaign is built around TV, radio, out-of-home, online […]

ING Direct believes it has found a cure for the common RSP.

The financial services company has launched a new bilingual campaign likening the RSP process to a malady that can cause symptoms like sleeplessness and anxiety.


Developed by Toronto agency John St., the “Are you suffering?” campaign is built around TV, radio, out-of-home, online and experiential elements. Mark Nicholson, head of digital and interactive for ING in Toronto, said it is one of the most fully integrated campaigns in the company’s history.

ING has put significant weight behind the campaign, making it similar in scope to last year’s introduction of the “Forward banking” positioning. Media was handled by Initiative.

One TV spot launching Monday opens on a man glumly sitting in a chair outside and proceeds to show images of him lying motionless on the couch, or standing beside unused fitness equipment. The spot then informs viewers that his wife noted his condition and had him at ING.ca “first thing.”

Billboards feature the signature ING orange overlaid with messages like “Is RSP keeping you up at night?” and “Every year, millions of Canadians suffer from RSP.” Each board features the message “We can help” accompanied by the ING logo.

Nicholson said research into consumer attitudes towards RSP season found that it tends to produce symptoms such as stress, anxiety and confusion. “The message is ‘We can help you,’” said Nicholson.

Dashboard, a Toronto-based digitally focused agency, developed the campaign’s online elements, including banner ads and a series of YouTube videos intended to help viewers “self-diagnose” RSP

ING also plans to convert its five ING Direct Cafes in Vancouver, Calgary, Toronto and Montreal into what Nicholson called “financial pharmacies” early next month.

“They’re unique areas where we thought we could do something quite humorous that really connects with the idea and engages our physical locations,” said Nicholson.

Nicholson said the campaign is intended to both increase awareness of ING and also generate a 25% increase in RSP deposits over last year. When RSP season concludes, ING will embark on a campaign promoting its tax-free savings accounts that utilizes the same approach.

Brands Articles

H&R Block focuses on expertise in new campaign

The brand replaces its long-running "Tax Pain" platform with new creative

The Hot Plate rebrands as THP

Toronto shop looks to expand beyond its origins as a food-marketing agency

Tennis Canada serves up a new brand and national campaign

Multi-media campaign from Revolution urges Canadians to "Live the Moment"

Loblaw eyes Target locations as it more than doubles Q4 profit

Grocery and pharmacy chain earns $247 million for the 13-week period ending Jan. 3

New Smarties box encourages consumer to count calories

New packaging allows consumers to parcel out the candies into healthier portions

Buick makes a comeback as it courts younger customers

"That's not a Buick" tagline and campaign is changing the way people view the brand

Taco Bell Canada keeps rewarding the social savvy

Campaign raises awareness of the Doritos Cheesy Gordita Crunch arrival in Canada

Millennial employees aren’t really that different

Despite the stereotype, this cohort wants what their parents wanted

What effect did Canada have on Target’s bottom line?

A 4Q loss on Canada pullout, but U.S. shows sales gain