ING Launches Campaign to Protect 'Retirement Number'

The site has been re-designed to create a simpler, user-friendly experience that allows consumers to calculate their retirement number, the company said. That number can then be used to facilitate a more in-depth personal finance conversation with a trusted professional.

The update is part of the next phase of ING’s marketing campaign focused on finding 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 company said in a press release. The new phase of the campaign now emphasizes the importance of protecting that number for the long-term.

“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.’

ING’s new television and digital campaign address these concerns and prompt consumers to take action, with the help of a financial professional, the company said. Similar to last year, the advertisements direct consumers to www.INGyournumber.com.

The site 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 www.INGCompareMe.com, a site that enables consumers to compare their personal finance behaviors and retirement savings progress to others just like them (see “ING Site Allows Investors to ‘Keep up with the Joneses’“). Another section calls out the importance of considering life insurance and links to www.INGForLife.com, a site that walks individuals through the different types of insurance and helps them gauge their needs.