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

DDB Canada is a good fit for Nordstrom’s shoe campaign

Agency's Calgary campaign impressed the U.S. marketers

Ethnic insights at the heart of a total market strategy

Asking 'which cultural group should I target?' may put you on the wrong path

Pringles plays off Ontario elections

The brand forces its own issue onto the ballot: to dip, or not to dip?

Second Cup launches Flat White promotion

New espresso drink part of brand rejuvenation

Mountain Equipment Co-op launches MEC Outdoor Nation

Retailer aims to inspire youth to get outside

McDonald’s Canada takes on grocery

Partners with Kraft Canada to launch McCafe brand in supermarkets

The results of Apple’s free U2 download experiment

Company gets its "record breaking" headline, but many users rebel

Scion Sessions return with more short-film-styled music vids

Toyota brand bolsters connection with music, art and culture

Ford Canada wins the TIFF celebrity lottery

How the automaker maximized its TIFF sponsorship with A-listers