Do You Know Your Number?
ING needed to a 10-20 percent improvement in key brand metrics with a 2.5 percent SOV during a period when trust in financial institutions was at an all time low. ING encouraged consumers to find their number — the amount of money they needed to save to retire the way they want. They made 'the number' an arresting, evocative icon and used a media strategy that maximized each dollar.
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