ING DIRECT takes over Edmonton Subway Station to showcase how little savings can add up to big things

ING DIRECT takes over Edmonton Subway Station to showcase how little savings 
can add up to big things 
TORONTO, Aug. 26, 2013 /CNW/ - A picture is worth a thousand words, but ING 
DIRECT took that concept even further using thousands of coffee cups to 
demonstrate to Edmontonians that cutting back on daily indulgences can lead to 
achieving larger savings goals. To best illustrate that "you get what you save 
for", ING DIRECT built a life-size car showing what spending on a popular 
morning staple, such as coffee, can add up to over time. 
The installation was a joint effort between ING DIRECT and several 
Toronto-based agencies. The creative idea was developed by john st. with media 
buying handled by Initiative. Fourth Wall Media (the experiential marketing 
division of PATTISON Outdoor Advertising) handled production of the car. 
The installation will live in the bustling Churchill Subway Station in 
Edmonton for nearly four weeks from August 12( )until September 8. Commuters 
are challenged to guess the amount of cups used to create the showpiece and 
submit their answers through Twitter(®) and Instagram(®) using the hashtag 
#getwhatyousavefor for the chance to win $5,000. 
Following a month of research and development, the car took shape over a span 
of three labour-intensive days before commuters' eyes. The unique installation 
is accompanied by a station domination that will drive passersby to the 
creative centrepiece with stair raisers, posters, floor vinyl and wall murals. 
Transit and bus shelter ads will also appear nationwide. 
All coffee cups used were made from post-consumer recycled material and unused 
cups from the installation planning will be donated to The Calgary Drop-In & 
Rehab Center following the campaign. 
Watch how the installation was built: here 
ING Bank of Canada, operating under the trade name of ING DIRECT, is a wholly 
owned subsidiary of The Bank of Nova Scotia. INGDIRECT is Canada's leading 
direct bank with over 1.8 million Clients and close to $40 billion in total 
assets. INGDIRECT is a bright way forward in everyday banking for Canadians, 
offering value added, simple products such as high interest savings accounts, 
including TFSAs, GICs and RSPs with no fees or service charges, mutual funds, 
low rates on mortgages and a no-fee, daily chequing account that actually pays 
interest. INGDIRECT has been operating in Canada since 1997, and has paid 
over $6 billion in interest to Clients. INGDIRECT is open for banking 24 
hours a day, 7 days a week, at, on mobile devices at or by calling 1-800INGDIRECT (1-800-464-3473). 
ING Bank of Canada and its subsidiaries have been acquired by The Bank of Nova 
Scotia and are no longer affiliated with ING Groep N.V. The trademarks ING, 
ING DIRECT, ING Lion, the ING Lion logo and any derivation, variation, 
translation or adaptation thereof are trademarks of ING Groep N.V. and are 
used under license. 
Get social with ING DIRECT:;; 
(®) Twitter is a registered trademark of Twitter Inc.
(®) Instragram is a registered trademark of Instragram, Inc. 
For more information or to arrange an interview, contact: 
Jessica Bianchi ING DIRECT 416-497-5157 ext 4453 
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ST: Ontario
-0- Aug/26/2013 14:34 GMT
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