The Goal Getter

Creative agency: SOAP Creative
Media agency: UM
Brand name: ING

The Goal Getter is a fun way for ING Direct to capture details about people's goals - then demonstrate all the little ways ING DIRECT could help get to those goals sooner. The site utilised 'Lou' - the famous gender-neutral anthropomorphic dot - to create real-time reactions to the data customers entered. After first appearing in a previous campaign Lou had grown to become the 'face' of ING DIRECT in digital and social channel. We captured hugely valuable customers insights, data that enables ING DIRECT to be more tailored in future communications. Existing ING DIRECT customers were invited to participate in the campaign via tailored edms. Where possible data around their savings goals was leveraged and reflected in the Lou character. The data we captured about individual's goals was then used in personalised follow-up comms that featured relevant incentives and tailored instructions on what customer's needed to do with their ING DIRECT products to get the most value from the bank.