One of the most effective and awarded campaigns in the financial services category. Recognized with a Silver EFFIE for increasing brand favorability and intent to do business by consumer and business-to-business audiences.The campaign was a hit in the midst of a highly un-favorable 'too big to fail' financial climate as 'Opinion of ING' increasing 47% over the previous period.
The campaign's digital platform provided a tool for determining retirement planning stages and progress and won multiple MIXX awards by the Internet Advertising Bureau. Broadcast and print elements connected with consumers and led conversations about how to determine and reach "Your Retirement Number." In addition to New York Festivals medals in the financial category the work was named as the "Advertising Campaign of the Year" by the Atlanta Marketing Association.
A note about awards and, specifically, the EFFIE Awards. Advertising is full of shiny objects and it's always good to earn a few. I've been happy to win best of show in local and regional venues. But I deeply believe in the idea of advertising or marketing as being a team sport and that's why I think campaigns that earn an EFFIE are a cut above the joy of 'winning' any other award because It requires such an enterprise level of commitment and contribution and it's the one recognition that includes the consumer.