The Digital Relaunch of a Canadian National Brand: Tangerine Bank
When Canada's largest online bank rebranded from ING Direct to Tangerine, its
introduction strategy was as innovative as it was successful. A pioneering,
contextual advertising campaign was launched on YouTube and not only delighted
users with over 8 million impressions, but had positive impact on brand recall,
brand awareness and contributed to recognition as "Canada's Most Digital Bank."
It started with a Google Brandworks session that brought together the insights,
client, agency, and brought home accolades.