In early 2009 ING Direct adopted a new brand strap of "saving feels good" to encapsulate their positioning in the cluttered UK retail banking market.

It was felt by us and ING Direct's other marketing agencies this theme would adopt naturally to a raft of "feel good" factor campaigns and so from us the "feel good" microsite was born.

We wanted to build a two-way conversation between ING Direct and its customers and potential customers so daily good news stories and photos are pumped out through the microsite while visitors can leave their own posts on stories that make them feel good or submit their own photos.

Social media is tapped thorugh twitter with ING Direct pushing out feel good headlines and visitors can also subscibe to RSS feeds. User polling gives visitors a snapshot of peoples views on topics and the rating of news items by visitors drives the "feel-good-ometer" which gives a happiness factor rating to the day.

Visit: ING Direct's Saving Feels Good Portal 

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