ING Australia reframes smart savings in new campaign

ING Australia has joined forces with Ogilvy to launch ‘Saving is in,’ a fresh campaign heralding the arrival of the bank’s new flagship product, the ING Savings Booster.

Marking the first major evolution of ING’s savings proposition since 2008, the Savings Booster builds on the legacy ING established 27 years ago when it introduced Australia’s first high-interest, fee-free online savings account. Under the new offering, new-to-ING savings customers can earn a variable rate of up to 6.00% p.a. on balances up to $500,000 for their first four months, provided they grow their balance by $100 or more by the end of each month.

The creative direction stems from ING’s Sense of Us research, which revealed that saving has become an aspirational trait among modern Australians. Financial discipline is increasingly viewed as a romantic asset: 41% of surveyed singles report finding someone more attractive if they stick to a budget, while 46% are drawn to consistent savers.

The hero campaign film, developed alongside Ogilvy, highlights this cultural shift through a first-date scene. When a man reveals he has already hit his monthly savings goal and asks for the venue's mid-week discount, both his date and the waiter respond with the exact same sentiment: "Marry me".

Beyond romantic chemistry, the multi-channel initiative shines a light on everyday frugality tactics, such as delaying a parked car until free parking hours kick in, or buying Christmas decorations in bulk during mid-winter sales.

The 'Saving is in' campaign is live across OOH, TV, and social platforms, having premiered on Channel 9 and 9Now during The Block.

"Our research shows that smart money habits have become a major green flag for Australians," said Carly Yanco, chief marketing officer, 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." 

Lily Lange, head of brand for ING Australia, 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," added 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.

MARKETING-INTERACTIVE has reached out to ING for more information.