Launching its ING Savings Booster.
ING is launching its ING Savings Booster, the bank’s flagship savings account in a campaign via Ogilvy.
ING savings customers can earn up to 6.00% p.a. variable rate on balances up to $500,000 for the first four months when they grow their balance by $100 or more by the end of each month.
Among singles, 41% say they find someone more attractive if they stick to a budget, while 46% are drawn to people who save consistently, according to ING’s Sense of Us research.
"Our research shows that smart money habits have become a major green flag for Australians," said ING Australia chief marketing officer, Carly Yanco.
"Aligned to this insight, the 'Saving is in' campaign celebrates relatable saving behaviours and seeks to make saving as culturally relevant and irresistible as spending."
The campaign's hero film, developed with Ogilvy, follows a first date where savvy saving proves desirable.
After revealing he's already achieved his monthly savings goal and requesting the mid-week discount, both his date and the waiter deliver the same verdict: "Marry me."
ING Australia head of brand Lily Lange, said she wanted the campaign, and the TVC at its heart to “find that wonky ING take on the genuine joy and everyday triumph of reaching personal savings milestones.
“For years, spending got all the glory while saving sat quietly on the sidelines. This campaign flips that script,” said Lange.
“We wanted to show that there's something undeniably attractive about having your finances sorted, with the ING Lion adding his own cheeky seal of approval.”
The ‘Saving Is In’ campaign has rolled out across OOH, TV and social media, airing on August 9, 2026 during The Block on Channel 9 and 9Now.
“The 'first date' scenario was the perfect stage - taking a high-stakes, historically awkward social situation and turning a smart financial move into a moment of genuine pride and connection,” said Ogilvy executive creative director Max McKeon.
“By pairing this cultural truth with ING’s signature personality, the campaign celebrates savvy savers and shows that being smart with your money is not just sensible – it’s actually a very attractive look.”
Credits:
- ING
- Ogilvy
- Ogilvy PR
- WPP Production
- UM
- Kantar
