Background

Campaign Objectives

ResultsAND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the online activity.

The campaign successfully reached the target audience of 40+ year olds

• Robust sample sizes – 1,740 respondents

ING wanted to raise awareness of their new savings account, as well as encourage “ call to action.”

•Promote “ING”•Raise awareness of the savings

account• Increase ‘call to action’

……and shifted key branding metrics

•Prompted brand awareness increased by 26%

•Campaign awareness increased by 64%

•Behaviour intent increased by 52%

Summary

The MailOnline successfully shifted key branding metrics and supported overall brand marketing efforts.

Online case studyING

Campaign demonstrates online ad effectiveness of the Mail brand with a 77% increase in online campaign awareness

Spontaneousawareness

Campaignawareness

Behaviour intent

Exposed Non-Exposed

Case Study

Source: Survey Interactive 2007

“The ING campaign confirms that the MailOnline provides an excellent platform for brands to engage with consumers.”

“We were delighted with the results of our campaign on the MailOnline. The campaign successfully communicated the benefits of ING savings products.”