Ogilvy Launches Brand Evolution for ING Australia: ‘Be the Lion’

ING Australia is urging customers to channel their inner lion spirit and ‘Be the Lion’, as part of a broad brand evolution across multiple campaign executions, developed by Ogilvy.

 

Inspired by Australians taking more control of their finances, the new brand platform highlights the confidence and empowerment that comes with being an ING customer. It 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 chief creative officer Toby Talbot said while Aussies were used to seeing lions appear in ING branding, they’ll now see people actually 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. 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.

 

ING’s head of brand Lily Lange explained, “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."