ING Launches Next Phase of Marketing Campaign Focused on Your Retirement Number

April 23, 2009 Windsor, Conn. Share: Print Subscribe to Email Alerts

Today’s economy has Americans questioning what they should do to protect their hard-earned investments and savings. With that in mind, ING has rolled out the next phase of its award-winning, integrated marketing campaign focused on one’s retirement number. The campaign, first launched in 2008, called attention to the importance of identifying and calculating the amount of money an individual needs to have saved up by the time he or she retires. The new phase of the campaign now emphasizes the importance of protecting that number for the long-term. ING’s pioneering microsite,, is also updated to make it easier for visitors to calculate and protect their retirement savings during uncertain market conditions.

“The economy has changed dramatically since we launched the retirement number concept last year, and we’ve been listening to what matters most to our customers and our business partners,” said Ann Glover, chief marketing officer for ING Americas. “We quickly realized that ‘protecting’ one’s nest egg was just as critical as knowing how much it should be and saving toward it, so this theme became a natural evolution for the campaign.”

In fact, a March 2009 survey found that nine out of 10 consumers thought protecting their retirement savings was as important as building it.1

ING’s new television and digital creative address these concerns and prompt consumers to take action, with the help of a financial professional. One of two television commercials that will be airing this season features a man going about his daily routine, carrying his large, bright orange retirement number. To demonstrate the many financial risks one faces in a volatile market, the number is run over by a truck, caught in a subway door, bitten by a dog, and even torched on a hibachi grill. However, at the end of the day, the number is shown to have been safely protected in an airtight case, in good shape and ready for what the next day might bring. Meanwhile, the narrator explains how ING can help consumers find and discover ways to protect their retirement number.

(You can visit to view this commercial.)

Similar to last year, the advertisements direct consumers to the microsite. In the spirit of ING’s ”easier” brand promise, the site has been re-designed to create a simpler, user-friendly experience that allows consumers to calculate their retirement number. This number can then be used to facilitate a more in depth personal finance conversation with a trusted professional.

The site also provides resources and links to companion web tools from ING as they consider ways to build and protect their savings. For example, one section links to, a site that enables consumers to compare their personal finance behaviors and retirement savings progress to others just like them. Another section calls out the importance of considering life insurance and links to, a site that walks individuals through the different types of insurance and helps them gauge their needs.

“ is just one tool in a suite of ING products, services and solutions that can help make it easier for Americans to start thinking about building and protecting their financial futures,” noted Glover.

Television and digital advertising began April 17, appearing on key financial news properties. The television spots will also run during high-profile golf and tennis events including the British Open, the PGA Championship, the French Open, Wimbledon and the U.S. Open.

Press inquiries

Joe Loparco, ING, 860-580-2677, 860-462-6525, or

About ING

ING is a global financial institution of Dutch origin offering banking, investments, life insurance and retirement services to over 85 million residential, corporate and institutional clients in more than 40 countries. With a diverse workforce of about 125,000 people, ING is dedicated to setting the standard in helping our clients manage their financial future.

In the U.S., the ING (NYSE: ING) family of companies offers a comprehensive array of financial services to retail and institutional clients, which includes life insurance, retirement plans, mutual funds, managed accounts, alternative investments, direct banking, institutional investment management, annuities, employee benefits, financial planning, and reinsurance. ING holds top-tier rankings in key U.S. markets and serves over 29 million customers across the nation.

For more information, visit

1. Synovate e-Nation Surveys conducted in November 2008 and March 2009. Synovate is not a member of the ING family of companies.