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ING Direct target ATM fee frustration in campaign from Droga5

ING Direct is targeting ATM fee frustration in its latest campaign which is part of the relaunch of the bank’s Orange everyday transaction account which offers free ATM access when $1,000 is deposited per month.

Created by Droga5, the animated campaign sees a group of ATMs march in protest of fees as the bank aims to position itself as the bank which is considerate of its customer’s back pocket.

Chris Kenny, ING Direct’s head of marketing, said in a statement: “We’ve always looked for ways to save Australians money and it became apparent that a more competitive solution to ATM fees was needed.

“It’s interesting that although we have no physical presence, we can provide a unique offer through one of the country’s biggest banking infrastructures – a network of 30,000 strong ATMs.”

Launched on Sunday, the commercial is complemented by outdoor, which includes the use of the ANZAC Silo billboard and bus shelters, and messaging on ATM screens and receipts.

Credits:

  • Creative: Droga5
  • Digital: Soap
  • Media: Universal McCann (UM)
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