Just last month we published a report (here) about the large, and mostly unmet, opportunity to bank tweens/teens AND their parents.

Evidently ING Direct didn't need our report. The direct bank, soon to be part of Capital One, is launching an aggressive $10 million advertising campaign for its new MONEY account (note 1). There's no official mention of the program at ING Direct, except for a wall post on its main Facebook page (see last screenshot).

However, several online elements have been released:

• Microsite <ingdirectmoney.com> (see first screenshot below)
• Facebook page <facebook.com/ThatsMoney> with 129 likes as of 2:00 PM Pacific, Aug. 29 (see screenshot 2)
• Facebook app (screenshot 3-5)

Product: There's only a few sentences describing the product, but it sounds like a standard checking account with debit card access. It will have no fees and no minimums and can be managed online (duh) and through a smartphone app.

Campaign: The $10 million campaign (note 2) is primarily fulfilled via Facebook (see screenshots below) and includes:

• Advertising on Facebook and online
• Supporting sweeps has (10) $1,000 prizes, (10) MacBooks, (20) iPod Touches
• Those submitting pictures of themselves, may get it projected on a Times Square Jumbotron for 15 seconds (begins Sept. 15)

Our take: With 1% rates killing its traditional value proposition, it makes perfect sense for ING Direct to build for the future by positioning itself as a place that caters to the banking needs of the entire family. Well played.

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1. ING Direct's teen-banking microsite at ingdirectmoney.com (30 Aug. 2011)
Note: In the lower right is a "pre-registration form" where the bank collects the name and email address of interested parties

2. Parents are encouraged to send a message to their children to let them know about the sweeps
Note: The lower right contains a place for parents to send email messages to their children

3. Facebook page at <facebook.com/ThatsMoney>

3. Facebook page info page (Facebook app)

4. Facebook page sign-up form

5. Thank-you page after pre-registering

6. Wall post this afternoon on main ING Direct Facebook page (link, 30 Aug. 2011)

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Notes:
1. New agency Berlin Cameron is spearheading the effort according to today's Adweek article.
2. That's about 40% of ING Direct's projected $25 million media spend for 2011.
3. Hat tip: MyBankTracker
4. For more on teen banking, see our recent Online Banking Report.