Challenge:
Generate exposure for financial institution ING Direct and raise awareness that the company had delivered $4.8 billion in interest to its customers over 7 years.
Solution:
Amplify supported the media-friendly Independence Ride, a massive motorcycle ride of Harley Davidson enthusiasts from Philadelphia to Wilmington, Delaware. To generate as much attention as possible for the Ride, Amplify produced world-famous daredevil Robbie Knievel’s 150-foot motorcycle jump over $4.8 billion worth of branded ING Direct “cash.”
Results:
ING Direct’s Independence Ride and the Robbie Knievel motorcycle jump achieved the company’s brand awareness goals as a carefully crafted media relations strategy generated nearly 40 million consumer impressions in national and key market media outlets.
