ING focuses on retirement with new multichannel marketing campaign
Published September 01, 2010
Connecticut-based insurance agency ING is releasing a new multichannel marketing initiative designed to get consumers thinking about retirement and their financial security, reports MediaPost.
The campaign is led by a new television spot that will be broadcast nationally. The creative follows an ING customer through several key moments in his life, from his wedding to the birth of his children. At the end of the ad, it shows how much money the man needs to retire.
The television commercial will be supported by a comprehensive web effort. ING will run display ads on finance sites, paid search campaigns and customer retirement news on branded websites. The agency's web initiative will link consumers back to ING's homepage.
"The ad campaign and the website work hand-in-hand to help consumers understand how best to accumulate and protect their retirement savings," Ann Glover, chief marketing officer at ING Insurance U.S., told MediaPost.
ING competitor Farmers Insurance similarly launched a multichannel marketing campaign in August. The initiative was aimed at the growing Hispanic population in the United States and featured actor Edward James Olmos.