ING promotes holiday saving

WILMINGTON, DE: In time for the holidays, ING Direct has relaunched a social media-enhanced Web site for its "We, the Savers" effort, which promotes thoughtful spending for the holiday season.

WILMINGTON, DE: In time for the holidays, ING Direct has relaunched a social media-enhanced Web site for its “We, the Savers” effort, which promotes thoughtful spending for the holiday season.

ING Direct, an online banking organization, initially launched the “We, the Savers” campaign in October. The relaunch aims to add to its viral nature, sharing its money-saving theme and driving customers to bank with the organization.

“It was a deliberate decision to launch around Black Friday,” said John Owens, CMO of ING Direct. “The message here [isn't] to not spend, it's to... be smart about how you're spending your money.”

ING began media outreach last week, along with SEO tactics and a new Facebook page that allows users to choose “your saver face” to promote the effort. A variety of blogs and personal finance reporters are among initial media targets. It was recently featured in Ad Age and will appear in a syndicated column in Woman's Day later this month.

The revamped Web site, located at wethesavers.com and designed by GWP Brand Engineering, has enhanced e-mail functionality, includes e-cards, features buttons that can add “I save” pins to users' social media pages, and has an added iGoogle widget with daily savings tips.

“We wanted to create a space where people can talk about [saving],” Owens said.

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