Q&A with Ann Glover, CMO, ING U.S., on the rebranding to Voya Financial
As a leading provider of retirement, investment and insurance solutions, Voya’s mission is to help Americans advance their level of retirement readiness. In March 2013, the company launched a new advertising campaign focused on the importance of closely managing the money people have earmarked for retirement. Using our well-known, orange brand color, the campaign introduced a new recognizable brand asset, Orange Money. The Orange Money represents the money that needs to be set aside today in order to prepare for one’s retirement goals. The creative message suggests that everyone needs to start picturing some of their money as Orange Money. The campaign features three new television commercials along with a digital marketing component.
03/14/2013 | New York
New ING U.S. Ad Campaign Underscores Importance of Saving “Orange Money” for Retirement
02/11/2010 | Windsor, Conn.
ING Promotes Prudent Planning in Next Phase of Retirement Number Marketing Campaign
04/23/2009 | Windsor, Conn.
ING Launches Next Phase of Marketing Campaign Focused on Your Retirement Number
ING Orange Money Commercial - Grill
ING Orange Money Commercial - ING U.S.'s advertising campaign underscores the importance of saving Orange Money for retirement. In "Grill" the man decides that a large stainless steel grill will serve him well, and he'll save his Orange Money for his retirement instead of using it for an even higher-end model with more "bells and whistles."
ING Orange Money Commercial – Man Counting Green and Orange Money
ING U.S.’s Orange Money advertising campaign focuses on the importance of closely managing money that has been earmarked for retirement. Using ING’s well-known orange brand color, the campaign introduces a new recognizable brand asset, Orange Money. The Orange Money represents the money that needs to be set aside today in order to prepare for one’s retirement goals tomorrow.
ING Orange Money Commercial - Laundry
ING U.S.’s Orange Money advertising campaign focuses on the importance of closely managing money that has been earmarked for retirement. In the ad called “Laundry,” a wife, who is doing laundry, finds some Orange Money in the pocket of a pair of jeans. After calling out her husband to be more careful with their Orange Money, he dutifully points out that the jeans belong to her.