ING Direct

ING Direct's 'Charles' links strongly to TV, and is amongst the best performing ads on this measure tested to date.

Key findingsING Direct

  • The new campaign is certainly well recognised as evidenced  by recognition results for this single execution.
  • The ad is performing in line with or above newspaper norms on all measures – in particular Extension.
  • Enhanced effectiveness for newspaper activity may come in allowing messaging to add further dimension to TV, rather than just reinforcing it.

Download full results of the ING Direct’s November 2010 Creative Benchmarking research below.