9. Acquiring soon to be and
new puppy parents into the
CRM programme.
The Challenge
10.
11.
12. Win
Effie Award winner in 2017
Growth
Doubled
Facebook followers
42%Increase in product sales
From No. 6 to No. 1 in premium pet food.1
Increase in conversation volume
165%
RESULTS
15. Acquire primary bank multi-product
customers from the ING savings
product customer base
ING DIRECT SPENDER SAVER | THE CHALLENGE
16. Taking customers on
a journey to become
primary bankers
ING Direct upon launching in Australia became famous
for its high interest savings product. Over a decade later
ING is still recognised first and foremost as a savings
intuition. As a result, approx. 70% of the customer based
only use this product.
The challenge was and still is to continue to move
customers from a single product holding to using ING
as their primary bank where they hold multiple product
holdings and deposit their salary each month.
To do this we had to find a way to engage with customers
to build a relationship (not sell) so they’d become more
receptive to ongoing cross-sell tactics that would
encourage them to bank more with ING Direct.
CHALLENGE
17. We developed a 12-month program of
work to help customers adopt the
bank-life-balance mindset so they can
enjoy more of the now without
sacrificing the future.
PHASE 1
• Profile the audience to understand
how they’re financially wired
PHASE 2
• Develop targeted x-sell based on
money type and financial goals
PHASE 3
• Reset their financial mindset with the
help of a Money Shrink
PHASE 4
• Foster a community of Money
Mindfuls who share Money Hacks
PHASE 1 – ARE YOU
A SPENDER OR A SAVER?
The Spender Saver quiz was primarily
designed as a data captured and
customer profiling tool. Allowing us
to profile the audience into the 8
financial behavioural segments while
capturing their top 3 financial goals.
The human psyche has a need for
self-awareness and identity validation.
People tend to triangulate three
questions when making sense of their
lives: Who am I? Who do others think
I am? And who do I want to be?
Personality style tests especially when
we share the results online, allow us to
think about all of those questions in fun
ways.
So we took our dry behavioural
segmentation questions a turned it into
a fun quiz to capture data and engage
our audience.
Are you a spender or a saver?
Take the quiz…
www.campaigns.ingdirect.com.au/
spendersaver
The Spender Saver Quiz ran over 12
weeks with $5k in cash up for grabs
each week. The quiz asked a series
of humorous and fun questions that
then profiles participants into one of
8 profiles.
We promoted the Quiz to customers
via owned channels EDM, banking app
and website. Then targeted those non-
responsive to email and prospect via
social: Facebook & Twitter. A social
content calendar was built to begin to
introduce the concept of bank-life
balance while continuing to encourage
people to complete
the quiz.
CREATIVE SOLUTION
18.
19. ING DIRECT SPENDER SAVER | CREATIVE SOLUTION
6. WE KNOW HOW TO BUILD CUSTOMER VALUE
20. 175kOur benchmark to beat was
68k engagements or 7.6%
engagement rate.
We achieved 175k entries
20%Engagement rate!
Smashing our KPI and
benchmark by 157%
DataThe data captured from
Spender Saver campaign
led to ING’s most targeted
and tailored cross-sell
initiative ever
2xKPI achieved with supporting
social content introducing
Bank-Life-Balance, proving
that our customer base show
genuine interest
RESULTS
