Isla Fisher for ING

Reintroducing Australia’s
most recommended bank

ING Direct is a completely online full service bank who approached us with an awareness and apathy issue. Only 19% of the Australian banking population knew they existed. And of that 19%, too many thought of them as a savings bank. On the flip side they had an incredibly loyal and vocal customer base with hundreds declaring their love on social as well as being awarded the country’s most recommended bank. Our strategy was to bring this customer satisfaction to life.

We rebuilt the brand identity with Isla Fisher (Aussie actress turned Hollywood star), playing the role of a ‘rogue’ brand ambassador on a mission to find the truth. With its cheeky approach, the campaign takes Australia into the inner thinking of a no- nonsense celebrity as she learns about the bank in a way that defies category expectations.

The business enjoyed its most commercially successful year-to-date, exceeding many of the business targets set including a 147% ROI and 300,000 new Orange Everyday Account customers over the campaign duration.

Client ING Direct
My Role Concept, Art Direction, Design
Collaborators Isla Fisher, Sacha baron Cohen, Dean Hunt, Nick Cole, Fiona McGee

The campaign launched with Isla calling out to customers on Facebook and Twitter, asking them to give their opinion of ING DIRECT before she made any ads. The loyal customer base was instantly mobilised, with over 30,000 customers responding to Isla’s call over three weeks.

The Orange Army, as it’s affectionately known, offered up honest stories (mainly good but some not so good), on their experience of ING DIRECT. Our client was refreshingly adamant that we presented a realistic and authentic snap shot in time – all of which were made available to view on the campaign site.