Company: ING DIRECT, Wilmington, DE
Company Description: ING DIRECT, the nation’s largest direct bank, is dedicated to inspiring Americans to become a nation of savers. Since its inception in 2000, more than 7.6 million Americans have entrusted their savings with ING DIRECT, building the bank to nearly $83.0 billion in deposits as of December 31, 2012. ING DIRECT and ShareBuilder are subsidiaries of Capital One Financial Corporation (NYSE:COF).
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Small-Budget Marketing Campaign of the Year (<$3 million)

Nomination Title: MONEY Pre-Reg Facebook Page

Tell the story of this nominated marketing campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

MONEY’s an innovative, financial literacy-based product developed by ING DIRECT that’s a debit card and bank account that teens and parents manage together. The message to teens is that being in control of your finances is cool – an idea that’s backed up by a cultural meme from Swingers that when something’s cool, it's money. The line 'That's so MONEY' was developed with dollar bill-inspired visuals. The integrated MONEY campaign included traditional and digital outdoor executions, as well as a sweepstakes that asked teens to post their MONEY shots on our Facebook page. Teens could then win prizes and possibly be featured on a huge 90-foot digital billboard in Times Square. To increase engagement (and bragging rights), we also created a live stream of the billboard on our Facebook page.

We also created interactive mallscapes in key markets including Paramus, Atlanta, Chicago and Los Angeles. The units tracked the movements of passersby and grabbed their attention by digitally showering them with money on the screen as they walked by. Once consumers were drawn in and started interacting with the mallscapes, they could also sign up to pre-register for a MONEY account and the chance to win prizes on a touchscreen unit. Passersby could also take a picture of themselves on the unit for a chance to be featured on the Times Square billboard.

This campaign exceeded expectations with 30,000 pre-registrations in less than a month and the mall units captured almost 5,000 email sign ups and almost 4,000 MONEY shots.

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Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 100 words):

John Owens joined ING DIRECT in March of 2001 and has held various positions, including the last five years in his current role as Head of Marketing. John’s work experience prior to ING DIRECT USA included a stint in sales with The Coca-Cola Company’s Fountain Division, and marketing roles with Johnson & Johnson, Mattel Inc., and Vlasic Foods International where he worked on brands such as Pepcid AC, Motrin, Matchbox Toys and Vlasic Pickles. John graduated in 1991 from the University of Pennsylvania’s Wharton School with a Bachelor of Science in Economics and a concentration in Entrepreneurial Management. He attended Northwestern University’s J.L. Kellogg Graduate School of Management and graduated with a MBA with majors in Marketing, Finance and Statistics.