Advisers have been sent details this week about the steps being taken to notify customers of the ownership and name change from ING Australia (ING) to OnePath.
According to the message to advisers, communications to ING customers about the change to OnePath will include:
- A customer letter mailed from mid-October 2010
- Flyers, inserted into ING collateral such as annual statements and welcome packs
- A dedicated website and Call Centre number launching from mid-October 2010
- A national advertising campaign launching in November 2010
Following consultation with advisers, ING says it has compiled a number of tools to assist them in ‘positioning’ these communications with their clients, including:
- ING Australia customer letter: A copy of a letter being mailed to ING customers from mid-October 2010
- Adviser to client letter: A letter template to send to clients if advisers want to provide a personalised communication around the change of name and brand before the official launch
- Client Q&As: Answers to common questions advisers may be asked
One of the Q&A questions refers to the highly successful ongoing ING campaign that featured Billy Connelly. With the launch of the OnePath brand, ING says it has decided on a new creative strategy which does not involve Billy. The new campaign that will support the change of name will commence early next month and run across a range of mediums including TV, print, outdoor and online.
ING advises the name change will not affect any of the superannuation, investment or insurance arrangements that clients may already have in place with the company today.
Following the launch of Onepath next month, the Australian life insurance market will have seen the departure in quick succession of two substantial global brands in Aviva and ING.
