ING Direct - Taking the savings market by storm

ING Direct launched with the intention of growing both their product and brand. Knowing the crowded and customer-loyal nature of the industry, ING Direct carved a niche, applying the positive attributes of both the mainstream and direct banks.
Agency: Vallance Carruthers Coleman Priest/Media Planning GroupAuthors: Dale Gall, Martin Stokes, Victoria Lynch, John Perella and Louise Cook

ING Direct – Taking the savings market by storm

OVERVIEW

Given the success of ING Direct, described by the Mail on Sunday as the 'fastest growing bank in UK banking history', one could be forgiven for thinking it was an easy ride; just a case of a great product that sold itself.

But in truth, some very substantial obstacles stood in the way of success.

  1. The UK savings market was over-crowded.

  2. Savers were apathetic and rarely switched...

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