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

Freshii selects OneMethod for digital and social work

This marks the fast-food franchise's first digital and social agency of record

IKEA outfits suites for Mount Sinai Hospital

Retailer transformed hospitality suites for women with high-risk pregnancies

Canadian Tire urges Canadians to step up in Olympic campaign

Rio effort includes three spots and extends the 'We All Play for Canada' platform

Puma Lab makes the leap into Canada via Foot Locker

Shop-within-shop concept will be tailored to local market's male consumers

How grocery stores are swaying shoppers

Candy and cake mixes are inching their way closer to front of store

Edelman serves up new website for Montreal restaurant

PR firm's Montreal office exercises its digital muscle for Robin des Bois

Brookline and Fountain Tire get rolling on anniversary tour

Calgary-based boutique focuses on growth with string of account wins and promotions

Salad King marks anniversary with food truck tour

Toronto restaurant to donate partial proceeds to Second Harvest

Joe Fresh president moves to Holt Renfrew

Mario Grauso will hold the same title at the Toronto-based luxury retailer