Fresh Thinking From ING

ING had a very simple promise--they wanted to be thought of as a "Fresh Thinking" financial services company. The challenge was to create ads that behaved in a fresh manner. Each of these ads attempted to do something that had never been done before in the interactive space.

The first ad, Familiar, used the editorial on the page to help consumers learn how to pronounce the name of the company.

The second ad, Out of Your Way, disappeared completely after introducing the brand.

For the third ad, Countdown, we calculated the number of people in the U.S. who didn't know who ING was, and then set out to politely inform each and every one of them.

And for the fourth ad, Quotes, we built a live stock ticker that intermixed relevant quotations, based on market conditions and site placement, into the ad.

Familiar | Out of Your Way | Countdown | Quotes