ING Direct performs for ferry commuters

Sydney ferry commuters have experienced an orchestra flash mob as part of ING Direct’s “Spend your life well” campaign which launched last month.

ING flash mob orchestra

The group Opus5 performed Pure Imagination, the track from Willy Wonka & The Chocolate Factory which also features in the ad campaign.

The performance was on board a ferry heading to Sydney’s Circular Quay and organised by Ensemble, IPG Mediabrand’s branded entertainment division.

In January, ING Direct announced a new roster of agencies including Droga5, digital shop Soap and media agency UM.


  1. monica
    4 Sep 12
    1:40 pm

  2. beautiful way to start the day

  3. Billy C
    4 Sep 12
    2:07 pm

  4. Nice not a batch on this one though:

    Banc de Sabadell in Spain

  5. Luke T
    4 Sep 12
    2:43 pm

  6. wow this campaign gets even more obtuse –

  7. Rawnocerous
    4 Sep 12
    3:05 pm

  8. The punters on the ferry look pretty engaged.

  9. Graham Lang
    4 Sep 12
    3:19 pm

  10. Nice way to start the day alright.
    With all the ferry customers shooting the experience with their smartphones was there a social component here? …Oh sorry I just realised it must have been out of hours…silly me. Consumers only engage with brands in social media Mon-Fri 9-5 just ask Coles and Woolworths .

  11. Kontent King
    4 Sep 12
    3:19 pm

  12. Very cute. Simple insight and idea…beautifully executed. Nice to see a traditional brand taking a few risks. I wish I had been on the ferry

  13. Mike H
    4 Sep 12
    3:46 pm

  14. awkward!

  15. FT
    4 Sep 12
    3:58 pm

  16. Nice!

  17. Al
    4 Sep 12
    5:50 pm

  18. A great advert for the newly privatised Ferries … that was what the advert was about right??

  19. mediaman
    4 Sep 12
    7:04 pm

  20. Love this! very simple but beautifully shot

  21. Luvly
    4 Sep 12
    9:49 pm

  22. I’m sure the 37 people who experienced it on the ferry feel very warm about the brand.

  23. Ferry transitor
    4 Sep 12
    10:14 pm

  24. People on ferries don’t need uplifting… it’s the most beautiful way to get to work. Quiet and civil.

    Try it on trains, they need this stuff.

  25. Ponder
    5 Sep 12
    9:46 am

  26. A tune from titanic would have been more fitting.

  27. Vikki
    5 Sep 12
    10:47 am

  28. I know i cant sing…but i have heard much better singers not get through some of the many talents shows on TV. She was off key and rather squeally in parts, maybe she isn’t used to singing in such places, only in controlled environments.

  29. Dan German
    5 Sep 12
    12:25 pm

  30. So OVER flash mobs. Some one, anyone, please bring something new to the flash mob table. I didn’t even make it half way through. Yawn.

  31. Lloyd
    5 Sep 12
    1:41 pm

  32. The meat puppets on that ferry looked totally into it. Money well spent.

  33. muppet
    5 Sep 12
    3:00 pm

  34. @Lloyd yeah money well spent…….if 100 punters saw/heard it, ING just needs to do it another 10,000 times around the country and they’ll reach an audience equivalent to running one 30 sec tvc during a reasonably popular show.

    Even if you give these comms a better weighting for impact there’s just no efficiency in them, and so few of them create any media noise or consumer pass-on that would start to justify the effort. I can’t fathom why they keep getting approved.

    The best experience from these types of events is enjoyed by the agency that gets paid to run them.

  35. LG
    5 Sep 12
    3:34 pm

  36. @ muppet – Any Muppet can book a 30s TVC and run it during peak programming. Every channel plays a different role. And as for “100 punters saw / heard it” Nearly 3000 people have watched it on You Tube in 2 days

  37. muppet
    5 Sep 12
    5:45 pm

  38. @LG i’ll give you the 3K views then, still a huge multiple required to get any useful reach for the effort and cost, especially given the amount of viewers that are from our industry due to the likes of mumbrella publishing the story.

    And expect that 3K to not grow much either from here, it’s time is done.

    I’d be interested to understand exactly the value of the “role” this channel plays in the comms mix, on a cost/benefit basis ideally.

    Ironically in these days of total connectivity and the ability to reach millions of people with our marketing messages we are using clumsy methods that reach as many people as a town crier in the village square during medieval times.

    Untargetted marketing activity reaching 3K people is useful for a local cafe, not a corporation the size of ING.

  39. LG
    6 Sep 12
    11:26 am

  40. @ Muppet. This footage is something we call content mate. This content can then be used as a TVC or a digital asset which has the ability to reach millions. All they payed for here were production costs (which look to be quite cheap)

    This may not be the most engaging or creative content ever produced but your main concern seams to be how many eyeballs will see this content. And this asset has the potential to be seen by millions

  41. muppet
    6 Sep 12
    1:02 pm

  42. @LG good for you mate……’content’ heh? i guess that’s what you’ll use to start those….what are they….’conversations’? and bonus, they’ve created an ‘asset’.

    would love to be in the meeting where you try to sell this fantasy to a client…..

    your whole premise is flawed – you argued initially this is a “channel that plays a different role”, now it’s cheaply produced content that may or may not become a tvc, and be seen by “millions of eyeballs”…….if the latter was indeed the strategy why not make a decent tvc in the first place, not involving commuters on a ferry.

    you’re all over the place on this one.

  43. LG
    6 Sep 12
    3:10 pm

  44. @ muppet. It’s your opinion whether its a “decent TVC” . By the comments on this thread some people actually dont mind it.

    You’re argument was about potential to see. And the content they produced whether you like it or not (not that anyone cares what you have to say) has the potential to reach people

    I would recommend you provide facts and evidence rather than laying out outlandish opinion on an anonymous blog

  45. muppet
    6 Sep 12
    5:03 pm

  46. @LG based on your spelling and grammar i’d say your age, and by extension your experience, means you have insufficient industry knowledge to debate this topic effectively.

    Or you are just an inarticulate git.

    Either way, i’ve said all i need to……go spend a bit of time with a dictionary, and some marketing texts.

  47. LG
    7 Sep 12
    9:41 am

  48. haha I’ll take this as you conceding defeat muppet. Its been real.