financial services

ING Debuts TV Spot, Revamps Web Site


ING is launching a TV spot in conjunction with its redesigned Web site.

Like previous recent spots from the Windsor, Conn.-based financial services company, the creative is intended to get viewers thinking about their own retirement and their financial future.

Titled "Life in numbers," the spot portrays a series of key moments in one man's life. Set to a score of upbeat music, the main character rapidly enters and exits through doors to several different scenes in his life, stopping briefly to interact with someone or something along the way -- at his job; on his wedding day; after the birth of a child; in his family's new home; with his adult kids and their children.

In the final shot, the camera pulls back to reveal that all these events have taken place within the character's retirement number, which has been on his desk at work all along. The young man looks down with satisfaction, and then caps the number with an orange lid. A narrator explains how life is full of little twists and turns, but that ING can help and that the first step is finding your number. The spot ends with the main character on the iconic ING Bench.



"The ad campaign and the Web site work hand-in-hand to help consumers understand how best to accumulate and protect their retirement savings," Ann Glover, chief marketing officer, ING Insurance U.S., tells Marketing Daily."ING understands that getting your arms around retirement finances can be overwhelming. However, that's not an excuse for inertia. This is our attempt to break through inertia and help people get ready for retirement."

The new spot broke Aug. 30 and will air on major broadcast and cable outlets during coverage of professional Grand Slam tennis in the U.S. In addition, the spot will run along with another that broke earlier this year on financial news stations and during network coverage of high-profile sporting events throughout the fall season, including professional golf and professional and collegiate football.

The campaign also includes targeted digital display ads such as banner ads on finance sites, a paid-search campaign and custom retirement planning news feeds on the Web tool.

Both TV and online aim to drive traffic to ING's redesigned Web site, The redesigned site provides a streamlined experience for all audiences seeking customized life-stage products and services. The campaign, which first launched in 2008, focuses on why it's important to identify the amount of money a person needs to retire the way they want while protecting loved ones. With this estimate in hand, an individual can take the next step toward more comprehensive financial planning. This includes working with a trusted professional and factoring in such things as employer savings plans, life insurance and retirement income needs.

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