|Title||SPEND YOUR LUNCH|
|Product / Service||FINANCIAL SERVICES|
|Entrant||UM Sydney, AUSTRALIA|
|Media Agency 2||UM Sydney, AUSTRALIA|
|Entrant Company||UM Sydney, AUSTRALIA|
|Media Agency||UM Sydney, AUSTRALIA|
|Tom Dodd||UM Australia||Associate Strategy Director|
|Stefan Burford||UM Australia||Chief Strategy Officer|
|Greg Kearney||UM Australia||Associate Communications Director|
|Mike Gunadi||UM Australia||Communications Manager|
|Alex Schafer||UM Australia||Implementation Planner|
|Victoria Hardy||ING DIRECT||Marketing Manager|
|Nathalie Swainston||ING DIRECT||Manager/Social And Digital Marketing|
|Caroline Thomas||ING DIRECT||Pr Manager|
|Tim Hodgson||Ensemble||Managing Director|
|Gemma Nimaoltuile||Ensemble||Account Manager|
|Mitch Loadsman||Ensemble||Account Manager|
|Rainer Knobloch||Soap||Senior Account Director|
|Sam Jones||Droga5||Business Director|
|Robbie Aoukar||Reprise||Associate Director|
|Richard Conway||Reprise||Account Executive|
Our challenge was to make ING DIRECT the most loved bank in Australia by showing that it is a brand that can help Australians ‘spend their life well’ not just grow their bank balance. But how can we help people spend their life well when they can’t even spend their lunch well? Our research identified the lunch break as the most critical pain point in people’s quest to spend their life well; with 1/3 claiming to regularly work through their lunch break. (Source: Jupiter Research) The consumer insight: Aussies are struggling to even start spending their life well because of the disappearing lunch break. Our opportunity: Break down the brand claim into manageable chunks and actually start helping people spend their life well starting one lunch break at a time. Our idea: Spend Your Lunch Well A social movement designed to inspire all Australians to reclaim their lunch break.
The campaign was a runaway success. Almost 20% of all city workers in Sydney and Melbourne attended an event. 620,000 Australians were inspired by the bite-size content. In all, 12 million people (52% of Australians) were exposed to the campaign. The events generated $1.4m+ in PR value alone. In terms of brand love, the all-important NPS scores jumped an impressive 45%, with consideration scores up 11% - an all-time high for the brand.
The strategy was to create a series of rewarding lunchtime experiences across the major Australian cities supported through an engaging content series that inspired people to try something new whatever their interests. Before the launch, we got people talking about issue of the disappearing lunch break through a major PR release that drove people to an online hub where they could register for a range of lunchtime activities. We called upon the world’s most famous magician, Dynamo, to fly to Australia for the first time ever to highlight the plight of the disappearing lunch break and demonstrate to millions how ING DIRECT is bringing the ‘magic’ back to the Australian lunch hour. What followed was a series of 14 activations and content pieces using talent (including rock climbing, self defence, art classes as well as sushi making), which we knew would inspire people out of their office chairs.