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

Your Marketing newsletters are changing

The Marketing Morning Filter is ending, but other newsletters are set to return

The List: North Strategic’s very big year

Prior to being picked up by MSLGroup, the PR shop brought in 15 new client wins

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

Media Profile teams with global PR group

PRGN welcomes Toronto agency as first Canadian partner

Stereo+ unveils brand overhaul from Lg2boutique

How to to introduce a 35-year-old chain to younger shoppers

The List: Wattpad’s evolving influence

The first of our selections for the biggest newsmakers of 2016

Sears Canada takes a gamble on groceries

Losses more than double in Q3 report, but food markets set to arrive

Big opportunities await in the new age of CSR (column)

Overwhelmed consumers want to outsource their consciences, but it requires deep trust

Mintel predicts packaging trends for 2017

Research firm says intelligent, experiential packaging will lead consumer experiences