Sabri Suby. Credit: King Kong
ING Australia has appointed digital agency King Kong to overhaul its online customer acquisition as competition for banking customers intensifies.
The agency will review and rebuild the bank’s end-to-end acquisition funnel across SEO, generative engine optimisation and paid media on Google and Meta.
The work covers how customers find and interact with ING’s digital channels.
King Kong founder and CEO Sabri Suby said the brief goes beyond incremental change.
“ING is a sophisticated, ambitious brand, and what stood out immediately was their appetite to rebuild customer acquisition, not just optimise around the edges,” Suby said.
“This project is about installing a modern growth engine.
“We’re creating a customer acquisition system that inherently understands customer psychology and intent, so we can engineer a journey that turns curiosity into conversion at every touchpoint with precision and scale.”
Carly Yanco, head of marketing, brand and corporate affairs at ING Australia, said the bank is reassessing how customers choose financial products online.
“Partnering with King Kong allows us to take a fresh look at how customers discover, evaluate and choose ING in an increasingly complex digital environment,” Yanco said.
“This project is about sharpening our acquisition funnel and ensuring we continue to grow in a disciplined, performance-driven way.”
Suby said customer journeys no longer follow a straight line.
“People do not move neatly from awareness to consideration to action. They compare, loop, ask questions, open multiple tabs and make decisions in moments,” Suby said.
“That means your ads, your content and your acquisition funnel must be able to educate, convince and convert in a single interaction.
“If it cannot, you are losing ground to competitors who have built modern selling systems.”
The project focuses on strengthening ING’s acquisition pipeline through to 2026.
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