VCCP has launched 'Season 3' of its popular "How Banking Can Be" campaign for ING, starring an array of ING customers alongside brand ambassador Isla Fisher.
The first two spots, which build on the success of the two previous VCCP campaigns for ING, demonstrate how ING products and services empower customers to get ahead. Each one dramatises a particular benefit with a uniquely Isla twist; taking the hassle out of applying for a Home Loan and saving whilst you spend using ING's new Everyday Round-Up. In total, the campaign will feature 7 TVCs to run across TV, Cinema and Online.
For Gary Dawson, ECD of VCCP, the new campaign demonstrates the power of creating enduring brand stories.
Says Dawson: "ING really do empower their customers to get ahead, so unleashing Isla again, with all her quirks, energy and passion felt like a natural way to demonstrate this. Last year Isla was jealous of customers stealing her limelight, but this year she's fervently embraced her role as brand ambassador and gone looking for her own unique way to evangelise about the benefits of being an ING customer."
Andrew Holt, CEO of VCCP, says the agency is extremely proud of the work and of working with ING.
Says Holt: "ING are a fantastic client, they genuinely challenge the way banking can be and they challenged us to bring that spirit to life in this new campaign. As a challenger agency this is exactly the kind of work we love to do; a populist and entertaining twist on the humble product demonstration."
Client - ING Fiona Nicol - Head of Marketing George Exikanas - Brand Communications Lead Nicole Metcalf - Senior Brand Communications Manager Helen Colville - Brand Manager
Agency - VCCP Gary Dawson - Executive Creative Director Paul Sharp, Creative Director Gary Dawson, Paul Sharp, Ant Hines, Trent Christie, Chris McMullen - Creatives. David Kennedy-Cosgrove, Managing Partner Kim Ellis - Group Account Director Michelle O'Neil / Kim Feitelberg - Executive Planning Director Wendy Gillies - Producer
Production Company - Goodoil Director - Fiona McGee Producer - Claire Richards Offline - Tim Parrington, The Butchery Online - Drew Downes, The Refinery Sound - Abbie Sie, SongZu