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Putting a hard number on retirement

The New York Times, 3/13/08

Abstract:

ING, the large Dutch financial services company known for its quirky orange logos and latte-dispensing banking cafes, has your number.

At least it thinks it does. The United States arm of ING is introducing a television and print campaign this week with the tag line "Your Number," which refers to the amount of money that you will need to retire comfortably.

The ads show professional, well-dressed baby boomers going happily about their busy lives — passing through airport security, crossing a Wall Street-type intersection, getting an ultrasound of a growing baby — all while toting a bright orange number with a dollar sign, like a flute case...

...In a world of blue-tinted bank logos, the "Your Number" campaign reflects "ING's orange and optimistic approach to things," said Tricia Conahan, senior vice president for brand marketing at ING Americas. "We're trying to make retirement less intimidating and more accessible to the average American."

Just about every major bank and investment company is bending over backward these says to attract retirement customers — some with somber messages, others with idyllic scenes of old age. IMG's campaign represents a major step into that segment of the American market. The effort to win over the hearts and wallets of American consumers planning for retirement is a "strategic move for us," Ms. Conahan said.

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