ING Uses Web to Build Awareness

NEW YORK — ING has extended its offline campaign to the Web in an effort to build awareness for the financial services brand, a relative newcomer to the U.S.

One online execution synchronizes a banner, skyscraper and Eyeblaster to replicate one of ING’s TV spots. In the ad, Keith and his dog, Jett, the main characters from ING’s latest TV effort, look up at an ING billboard. Befuddled, Keith asks a man, “What is ING?” As the man replies, “It’s a financial services company,” a herd of loud sheep passes and drowns out his answer.