Agency: Vallance Carruthers Coleman Priest/Media Planning Group | Authors: 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.
The UK savings market was over-crowded.
Savers were apathetic and rarely switched...