ING Bank (now known as VOYA) needed to increase brand awareness of their retirement offerings, and brand association with retirement in general. The “Orange Money” campaign provided a simple, visual way to identify the money you put aside for retirement—orange was chosen to reflect ING’s corporate colors.
BBDO handled broadcast and above-the-line media, we were tasked with bringing the concept to life online and to drive traffic to their website.
In social media channels, we created a series of "Orange Money Insights" that offered reluctant retirement planners motivational quotes and helpful tips in regards to investing.
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