Did you know over 50% of Australians are willing to walk up to 10 minutes out of their way in order to avoid paying an ATM fee?
I did because I'm one of them. (Well, I'm not Australian, but you get the idea).
So, as a part of a pitch to work with ING Direct, we created Steve.
Steve is more or less your typical Aussie bloke - mostly in that he hates paying ATM fees.
In fact, he would do just about anything to stick it to the man (aka the Big Four). It's the principle, amirite?
Nevermind that it's 'only $2.50', as his friends would argue.
Watching Steve trudge through sideways rain just to prove a point is funny mostly because you can relate - mocking voice inside your head and all.
If only Steve had been an ING Direct customer, he could have used that ATM in the pub (or anywhere) for FREE.
And so could you.
In addition to our short hero video, we created a series of supporting content including, social media posts targeted to potential customers, as well as tailored blog and EDM content to encourage existing customers to take advantage of the free ATM product by opening an Orange Everyday account.