Creative Producer / Project Manager
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ING Direct Savings Shrink

Content production + integrated campaign

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Client:
ING DIRECT

Agency:
The Works Sydney

 

The project

A digital campaign by ING DIRECT based around the psychology of savings. A CRM campaign and interactive microsite to reprofile customers and potential customer segments.

The campaign uses segment targeted eDMs and social media audience targeting, which link through to the campaign website. Based on their entry channel, the user is guided through a light-hearted savings quiz, incentivised by a prize. The user is also enrolled in a four week ‘program’ during which time they receive tips to help them based on the psychology of savings, delivered in the form of short videos.

The deliverables included a dynamic microsite based on customer segments, multiple targeted eDMs, social content, videos and a photoshoot.

Watch the videos on Facebook:
Lesson one | Lesson two

 

My role

  • Client-facing digital producer

  • Scoping & estimates

  • Preparing timelines & project documentation

  • Managing budgets

  • Mapping customer journeys

  • Wireframes

  • Translating complex technical requirements into documentation for the client and suppliers

  • Stakeholder management

  • Sourcing and scheduling resources

  • Managing overall design and production of assets