Australian bank ING has launched a new campaign, ‘Saving is in’, created by Ogilvy to support the launch of ING Savings Booster, the bank’s flagship savings account.
The campaign taps into a growing shift in how Australians view saving, positioning financial discipline as increasingly aspirational rather than restrictive.
ING Savings Booster marks the first major evolution of the bank’s savings proposition since 2008. New ING savings customers can earn a variable rate of up to 6.00 per cent p.a. on balances of up to $500,000 for their first four months, provided they grow their balance by $100 or more by the end of each month.
Twenty-seven years ago, ING helped reshape Australian banking with the country’s first high-interest, fee-free online savings account. The new Savings Booster builds on that heritage by rewarding customers for consistently growing their savings.
The campaign draws on insights from ING’s Sense of Us research, which found that saving is becoming increasingly aspirational for Australians. Among singles, 41 per cent say they find someone more attractive if they stick to a budget, while 46 per cent are drawn to people who save consistently.
“Our research shows that smart money habits have become a major green flag for Australians,” said Carly Yanco, CMO of ING Australia. “Aligned to this insight, the ‘Saving is in’ campaign celebrates relatable saving behaviours and seeks to make saving as culturally relevant and irresistible as spending.”
The campaign’s hero film, developed with Ogilvy, follows a first date where savvy saving proves desirable. After revealing he’s already achieved his monthly savings goal and requesting the mid-week discount, both his date and the waiter deliver the same verdict: “Marry me.”
Head of brand for ING Australia, Lily Lange, said she wanted the campaign, and the TVC at its heart to “find that wonky ING take on the genuine joy and everyday triumph of reaching personal savings milestones.
For years, spending got all the glory while saving sat quietly on the sidelines. This campaign flips that script. We wanted to show that there’s something undeniably attractive about having your finances sorted, with the ING Lion adding his own cheeky seal of approval.” said Lange.
“The ‘first date’ scenario was the perfect stage – taking a high-stakes, historically awkward social situation and turning a smart financial move into a moment of genuine pride and connection. By pairing this cultural truth with ING’s signature personality, the campaign celebrates savvy savers and shows that being smart with your money is not just sensible – it’s actually a very attractive look.” said Max McKeon, executive creative director, Ogilvy.
Credits:
ING
Ogilvy
Ogilvy PR
WPP Production
UM
Kantar
