ING Direct recently dominated Google’s networks – websites, email programs and blogs – in a one-day saturation marketing strategy using multiple creative executions by Media Experts. The effort was part of a multimedia awareness campaign for ING’s new promotional Tax Free Investment Savings Account.
‘This unique approach to online advertising allows for maximum interaction with our brand over a 24-hour period,’ says Mark Nicholson, head of online experience for ING. Robert Jenkyn, VP of digital solutions at Media Experts, adds, ‘We know from experience that this type of domination makes a huge impact in the market, and can lead to a spike in new accounts.’
The campaign also includes OOH, online/search engine marketing and radio advertising for four to eight weeks. Ads can be seen or heard in Rolling Stone , CBC Radio, CBC.ca, the Globe and Mail, Men’s Fitness, TSN.ca and La Presse.
With offices in Toronto, Montreal and Vancouver, Media Experts is one of Canada’s largest independent media strategy and negotiation companies. ING Direct is one of Canada’s largest direct banks with over 1.6 million clients.
