Australians want to travel, love and laugh according to new ING Direct digital campaign

ING Direct is asking Australians to answer how they want to spend their life in an extension to the existing campaign which gives customers the chance to win daily cash prizes.

The campaign, an extension of the ‘Spend Your Life Well’ work driven by Droga5, asks visitors to the campaign site to input words reflecting how they want to spend their life, which triggers a reaction from an animated character called ‘Lou’.

The extension is running solely through digital and social channels, and was created by digital agency Soap Creative.

Executive director customer at ING Direct, John Arnott said in a statement: “The aim of the project is to engage our customers, give them something they want to play with and reward them with a competition element.

“We’ve always had a slightly playful side to our Marketing activity and we’ve built on that idea for this campaign.”

The campaign has already seen 110,000 visits since its launch three weeks ago. Nationally the top three responses are: travelling, loving and laughing.

The top word for each state are:

  • WA Relaxing
  • SA Enjoying
  • VIC Living
  • ACT Learning
  • NSW Shopping
  • TAS Helping
  • QLD Relaxing
  • NT Caring

The campaign runs until December 5.


  • Concept, site, animations and digital media assets: Soap Creative
  • Media: UM
  • Radio Creative: Droga5

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.