Channel your inner spirit.
ING Australia has launched ‘Be the Lion’ via Ogilvy, urging customers to channel their inner spirit.
The new brand platform, inspired by Australians taking more control of their finances, brings the ING lion spirit to life in the form of a mane seen on customers throughout different iterations on TV, OOH, Digital Display and PR, and marks a move from ING’s previous brand position of ‘By Your Side’.
Ogilvy Network ANZ CCO Toby Talbot said while Australians were used to seeing lions appear in ING branding, but now they’ll see people being lions on multiple platforms.
"The ING lion has worked incredibly well for the brand. But with increased financial stress in our lives, the time is right that Aussies need more than a lion by their side. They want to actually be the lion," he said.
"They want to feel empowered, which is what this brand evolution represents. We can’t wait to bring ‘Be the Lion’ to the world."
The evolved brand is brought to life through two new campaigns, both representing a continuation of the messaging of a modern and progressive bank that helps customers to "do your thing".
The leading brand execution called 'Afloat' goes live this week, focussing on the simplicity of the ING banking app and the freedom it brings - even from a resort pool. Another campaign called 'Hustle Free', sees the much-loved ING lion hanging out with a customer travelling overseas. Both feature customers as the Lion, emboldened by the protection and confidence that ING brings.
Credits:
ING Australia
Danielle Hamilton – CMO
Lily Lange – Head of Brand
Helena McCarthy – Brand Manager
Megan Landauro – External Affairs Lead
Nicholas Pappas – Head of Product & Customer Marketing
Alison Bates – Product Marketing Expert
Verity Bone – Product Marketing Manager
Strategy, Creative and PR - Ogilvy
Production - Hogarth
Media – UM
Post Production – The Mill
Production Partner – Finch
