ING Direct uses YouTube to target first time buyers

By Simon van Wyk

Recognising that younger consumers are spending much of their time connected to social networking sites like MySpace and YouTube seems to be behind the brave thinking at ING Direct in promoting is Orange Mortgage to younger, connected, first time buyers in the US.

The financial services company has seeded short and humorous video clips depicting the frustrating side of renting on YouTube. The clips link to a dedicated website called MoveOutMoveUp.com which features content, more video clips and games and effectively communicates that owning a home is more feasible than you may think. The use of these new media channels and marketing tactics is deftly aligned with the media tastes and lifestyle choices of this younger target audience.