F.Y.I.

Popcorn X wins Ing Direct business

Ing Direct has appointed PR agency Popcorn X to handle its latest branding  campaign.   

The announcement:

Popcorn X were recently appointed as the experiential marketing agency to work on ING DIRECTS latest campaign for their new brand ambassador Charles, a chivalrous urban orangutan, who’s been causing a stir for all the right reasons. As part of the online bank’s new campaign, Charles is picking up the tab of unsuspecting consumers going about their day to day activities- the result has got people talking, generating a hugely positive response and word of mouth.

This experiential campaign is the work of specialist experiential agency Popcorn X and ING DIRECT’s Experience Marketing Manager, Lauren Teague. The campaign introduces Charles to the public, amplifying his recent launch as the new face for the brand.

Illustrating that ING DIRECT delivers more for its customers, Charles and his team of Angels pick up the bill in random locations including cafes, cinemas and restaurants plus top up your parking metres. So far the campaign has been activated in Sydney, Melbourne and Brisbane with more locations to come.

Charles’ Angels drop in on activations, capturing the surprise & delight of consumers following this positive brand experience. Videos and photos are then displayed on social media sites, as well as Charles’ own facebook and twitter pages (see: facebook.com/charleswrites) where he interacts with fans.

Popcorn X worked in conjunction with creative agency Jack Watts Currie and digital agency The Dubs. Popcorn X managed experiential strategy, production and implementation of the experiential component of the campaign. A total of $140,000 was spent picking up the tab over a period of four weeks, resulting in over 8,000 direct engagements, and over 150,000 indirect impressions!

Source: Popcorn X press release

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