• by Tanya Gazdik , February 11, 2010

ING is rolling out the next phase of its marketing campaign focused on retirement planning.

A new 30-second TV spot from the Windsor, Conn.-based financial services company addresses the reasons that consumers need to exercise more financial control through proactive planning. The spot communicates the benefit in using a "retirement number" as the basis for establishing a plan to help achieve goals. The number is the amount of money the person needs to save in order to retire and live the way they want.

The spot debuts Feb. 12 during the opening ceremonies of the Winter Olympics and will run in conjunction with two other spots in the campaign. In addition to the two weeks of Olympics coverage, the ads will run on two financial networks -- CNBC and MSNBC -- and play during high-profile sporting events throughout 2010, including professional golf, professional tennis and college basketball tournaments.

The campaign also includes a new paid search camapign and new online banner ads on popular finance Web sites, including The Wall Street Journal, Barron's, MarketWatch, and FiLife, as well as updates to the company's interactive microsite which enables consumers to calculate their "retirement number." The site will add custom news feeds with information that relates to the key themes of the campaign -- saving, protecting and planning for retirement.

The new TV spot features two neighbors who stop to chat. One man is walking his dog down the sidewalk while carrying a bright orange retirement number. The second man -- who is up on a step ladder trimming his hedges -- has the word "Gazillion" perched next to him in purple letters. When asked how to plan for a "Gazillion," he admits to blindly throwing money at it and hoping for the best. The narrator explains how ING can help consumers determine their retirement number and take steps to achieve financial freedom and refers them to the microsite.

The site provides visitors with a guided experience to calculate their retirement number. It also facilitates a connection with a financial professional, if consumers are interested, and contains resources and links to companion financial Web tools. These include a microsite that enables consumers to compare their personal finance behaviors and retirement savings progress to others just like them, and another microsite that walks individuals through the different types of insurance and helps them gauge their needs.

While consumers may want to take control of their personal finances, they may not know what to do or where to turn for help, says Ann Glover, chief marketing officer for ING Americas. "This year's campaign communicates the benefit of having a plan and using your retirement number to help better prepare for your financial future," Glover said in a statement.