Lion spirit channelled in new ING brand platform, via Ogilvy

ING Australia is urging customers to channel their inner lion spirit and take control of their finances, via the ‘Be The Lion’ brand campaign across multiple campaign executions, developed by Ogilvy.

The new brand platform “highlights the confidence and empowerment that comes with being an ING customer” by showing their lion spirit across TV, OOH, Digital Display and PR, and sees the company move on from ING’s previous brand position of ‘By Your Side’.

Ogilvy Network ANZ chief creative officer Toby Talbot said: “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.