ING Direct looks at superannuation in first full campaign from Soap Creative

ING Direct is promoting its superannuation product ‘Living Super’ in the first campaign from Soap Creative.

The campaign sees a variety of characters talk about superannuation and introduces the term ‘superannuatiummm’. The characters include a postie, a dentist and a barber all played by comedic actor-writer Darren Gilshenan (The Moodys, Janet King).

https://www.youtube.com/watch?v=Z1LrojTmyLo

Ashadi Hopper, Soap Creative’s executive creative director, said: “Super is rarely top of mind until it becomes a necessity. There’s no urgency to act because the problem today is the same problem tomorrow and there aren’t any penalties resulting from inaction. We decided that to overcome this inaction, we would bring super into everyday situations to spur action in a playful way.”

Supporting the campaign is an online platform which uses an ‘ummm’ search engine to answer questions about superannuation. Also complementing the campaign is a series of Q&A videos featuring the bank’s superannuation specialist Tim Hewson.

Soap Creative were awarded the creative duties for ING Direct after the bank split with Droga5 last month.

Droga5 were behind the bank’s anti-ATM fee campaign, which Soap produced a 16-second online video for.

The campaign launched nationally today.

https://www.youtube.com/watch?v=LFFZNEACEQ8

https://www.youtube.com/watch?v=MM-eMcQICqU&feature=youtu.be

Credits:

• Creative: Soap Creative
• Production Company : The Feds
• Director / Editor : Josh Logue
• TV Producer : Nicola Woolfrey
• Sound : Sonar
• Grade : DDP Studios
• Media: Universal McCann (UM)

Miranda Ward

Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.

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topics ad Ashadi Hopper bank Campaign creative ING Direct Soap Creative super superannuation

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Comments: 2

Jack & the Beanstalk 18 Aug 14

Noticed Commbank is making a similar push with its Super at the moment.
This is certainly a fresh take. Great performance too.

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Cannes(d) Laughter 18 Aug 14

UMMM, there are some strict rules about providing financial advice – and I am pretty sure postal workers/dentists and other random characters are not licenced advisors. So have a problem with this.

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