ING Australia has taken on a new tagline, ‘Do your thing’, with the new brand direction articulating the bank’s approach to being there, alongside its customers, as they go about doing the things that matter most to them.
ING’s head of brand Carly Yanco said: “We’ve just lived through a year where the everyday things we enjoy doing have been harder to do.
‘Do your thing’ captures our desire to help Australians have the freedom and confidence to do their thing. We do this by removing the friction from banking and supporting our customers whenever and however they need us.
“By definition the statement means different things to different people. As a modern and progressive bank, the statement also describes how we approach our own business, differently. You’ll see us celebrate this difference in the spirit and personality of our new ads.”
Australians will first experience the new brand statement through fun and “vibrant” TVCs that put the customer front-and-centre. The first TVC aired yesterday with more to be rolled out throughout 2021.
In each of the TVCs a CGI lion casually appears, which is symbolic of the ING brand and its people.
“Just like the lion in the TVCs, our people are always there in the background helping our customers to get on with their lives, without getting in the way,” Yanco said in a statement.
The above the line campaign will be accompanied by The Sense of US Report, which delves into what Aussies do that make them uniquely them. It reveals that after a challenging year, nearly a third of those surveyed (31 per cent) have turned to the optimistic plan of simply “having more fun” in 2021.
The report also uncovers what career Australians desire to do most (scientist), what stimulates them creatively (music) and popular slang terms we use with “yeah nah” topping the list.
“In order to be the bank that helps Australians to get on with the things that matter most to them, we really need to understand the things they’re doing that make them who they are,” Yanco said.
“This is why we created the ING Sense of Us report.”
The report will be used to fuel meaningful PR stories and engage with customers via social media throughout the year.
There is also a new streamline logo that is a nod to the banks digital heritage and encapsulates ING’s approach to enable people to bank without friction or fuss.
Credits for the new brand direction are as follows:
Creative development: Ogilvy AU
Director: Tim Bullock
Media buy: UM
PR: One Green Bean
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