- ING Makeover your money is a strong performer, with good scores on top line and brand equity measures. A great result given the ad delivers functional messaging about everyday saving and home loans.
- Creatively the ad is drawing a positive response in relation to cut through and it’s seen as particularly clever and different to other banks.
- The ad is prompting a re-think and leaving people feeling good about the brand, which compares favourably to other category ads.
- Considering home loan messaging is a necessary aspect of any bank communication strategy this is a really good result for ING as the ad is working on a number of levels.
Download full results of the ING Direct September 2010 Creative Benchmarking research below.