ING goes easi on Gen Y

ING  FACEBOOK  YOUTH MARKETING 

Malaysia - ING Insurance has launched a campaign targeting the youth for its series of investment-linked insurance packages.

As part of ‘INGeasi For You' campaign, the insurance giant has created a Facebook app called ‘Meet Your Future Self' which replicates a user's Facebook profile to show them their future few years down the road based on their four chosen goals or dreams.

Supporting the app are online ads and banners on The Star Online, Sin Chew Online, Utusan Online, Google, and MSN.

This is also the first time ING is using digital media heavily, speaking to A+M, Joos Louwerier (pictured), chief marketing officer of ING Insurance said.

"This is a way for us to gain experience. We tried to come up with an engaging and fun way for people to realise what their future can look like and we did that by inviting them to share with us four of their dreams and goals."

The campaign, which actively runs for three months, will see close to a 50-50 split of budget between traditional and digital media, Louwerier said.

Print ads are also running in The Sun, The Star, Sin Chew Daily, The Edge, Berita Harian and Malaysia Nanban while radio commercials go on air from 27 February on Hitz FM, Lite FM, Sinar FM and My FM.

Leo Burnett is the creative agency, Trapper MPG the media agency and Arc Worldwide the public relations agency for the campaign.

"We recognise the fact that the Malaysian population is very young and the protection need is very much there within the younger segments, the Generation X and Y," Louwerier added.

The three investment-linked insurance packages - Discover, Achieve, and Build - offer customers financial solutions to match their needs when they graduate and join the working world or as they plan a future while starting a family.

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