The ING Direct Super (retirement savings) team briefed Soap to come up with concepts that would drive awareness, acquisition and usage. The key twist in this brief was that we were specifically asked to develop ideas that would leverage tech and experiences to help position the brand as more innovative.
I led a team in the development of several concepts, two of which have been placed into production.
Concept 1: All About the Numbers
Rather than following the standard retirement planning model of showing people a big scary number of what they need to have saved when they retire, we focussed on all the little numbers that come together to calculate the big number and to make it possible.
Extended into banners
Two levels of Experiential
Concept 2: Super Supper Series
To both develop great content, and position ING Direct as a thought leader in the space, we developed the idea of running a series of dinners where regular ING Direct customers and friends could ask famous Australians questions about life, money, etc.
All content throughout the evening will be captured and edited for online and offline distribution, non-attendees would be able to ask questions via Twitter and Facebook, and a targeted event would help change the conversation around super.