ING Direct putting its money where its spokes-mouth is

You know how 'that Dutch guy' is always telling Canadians to save their money? Well, orange-clad street teams will help Torontonians do just that tomorrow.

To mark its tenth anniversary in Canada, the cyber bank has declared tomorrow ‘National Save Your Money Day,’ and will be helping 10,000 Torontonians celebrate the event and the sentiment. Street teams – dubbed ‘savings squads’ and costumed in coveralls in ING Direct’s signature orange – will descend on a downtown Toronto corner (Yonge and Adelaide) to pick up the tab for consumers’ ATM fees, transit fares and cups of coffee.

A dead cert to produce delighted smiles, the initiative is part of the bank’s most ambitious campaign (see MiC story) in the past two years. Under the direction of ING Direct’s longtime AOR, Toronto’s GWP Brand Engineering, tomorrow’s guerilla effort is being handled by Toronto-based Spider Marketing.

Explained ING president/CEOJohanne Brossard, ‘We felt this would be a great way to give back to Canadians, allowing them to keep a few extra dollars in their pockets and showing them what it feels like to bean ING Direct client.’