Client: ING DIRECT

Agency: The Works Sydney

A digital campaign by ING DIRECT based around the psychology of savings. A CRM campaign and interactive microsite to reprofile customers and potential customer segments.

The campaign uses segment targeted eDMs and social media audience targeting, which link through to the campaign website. Based on their entry channel, the user is guided through a light-hearted savings quiz, incentivised by a prize. The user is also enrolled in a four week ‘program’ during which time they receive tips to help them based on the psychology of savings, delivered in the form of short videos.

The deliverables included a dynamic microsite based on customer segments, multiple targeted eDMs, social content, videos and a photoshoot.

Watch the videos on Facebook:
Lesson one | Lesson two