Tangerine (formerly ING DIRECT) Monday launched a new, fully integrated advertising campaign aimed at engaging Canadians from coast to coast.

Rooted in the company’s focus on improving Canadians’ banking experiences, the campaign features the brand’s commitment to simple and progressive everyday banking.

The campaign comes on the heels of being the first Canadian bank to launch a fully responsive website, tangerine.ca, which ensures a consistent website experience regardless of the device used to access the site.

The advertising campaign was designed to roll out in two phases. The first phase was a transition period that communicated the name change while reinforcing that the bank’s core values will remain intact. The second phase, launching Monday, focuses on the simplicity of banking with Tangerine.

Tangerine’s media plan includes Wide use of television, radio, out-of-home (OOH), print and digital advertising, with a television presence that is nearly 70 per cent higher than previous company airings.