Australia’s new mane event
For years, Aussies have become used to seeing the lion prominent in ING brand campaigns. Now it is time for them to “be the lion”!
Hussle free: This advertisement, featuring a customer on an overseas adventure highlights the benefits of zero international transaction fees. [0.30]
In August, a quirky campaign was launched introducing a new creative device, a lion’s mane around customers’ faces. The mane has a mind of its own and helps customers complete everyday tasks like banking. The campaign, called ‘be the lion’, symbolises how ING empowers customers and gives them the confidence and savviness to do their thing.
Two advertisements have gone to air: one featuring a customer on an overseas adventure highlights the benefits of zero international transaction fees, while the other shows a customer enjoying the freedom that comes with the ING app from a resort swimming pool.
The campaign aims to build on Australia’s ambition to become Australia’s most loved mobile-led bank.
ING Australia’s head of Brand, Lily Lange said 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,” she said.
The campaign will be brought to life across television, outdoor advertising, digital display and PR.