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.
“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, “focusing on the simplicity of the ING banking app and the freedom it brings – even from a resort pool.”
The ‘Hustle Free’ campaign sees the ING lion hanging out with a customer travelling overseas.
ING’s head of brand Lily Lange explains: “Our brand has always shown the ING Lion supporting the customer; he’s loyal and protective. This latest work is about introducing a customer’s own lion spirit.
“It’s been a lot of fun to create the mane and celebrate our customers’ overseas adventures and enjoying the freedom that comes with the ING app.
“But one thing remains – the ING personality and commitment to a different banking experience centred around an exceptional customer experience.”
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
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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