NG AND OGILVY LAUNCH ‘SAVING IS IN’ CAMPAIGN

ING has partnered with Ogilvy to unveil ‘Saving is in’, a campaign supporting the launch of ING Savings Booster, its flagship savings account. The product marks the bank’s first major evolution in savings since 2008, offering new customers up to 6.00% p.a. for four months when balances grow monthly.

ING has joined forces with Ogilvy to launch a new campaign, ‘Saving is in’, designed to spotlight the bank’s latest innovation in personal finance — the ING Savings Booster. The initiative represents a significant milestone for the bank, introducing its first major evolution in savings since 2008 and reaffirming its reputation as a pioneer in the Australian banking sector.  

The ING Savings Booster offers new customers an opportunity to earn up to 6.00% per annum variable interest on balances of up to $500,000 for the first four months, provided they grow their savings by $100 or more each month. This incentive is aimed at encouraging consistent saving habits, rewarding customers who demonstrate discipline in building their financial reserves.  

The campaign, crafted in collaboration with Ogilvy, seeks to position saving not merely as a financial necessity but as a cultural statement. By framing the act of saving as something aspirational and rewarding, ING hopes to inspire Australians to re-engage with their financial goals in a climate where economic uncertainty has heightened the importance of personal financial resilience.  

Twenty-seven years ago, ING reshaped the banking landscape in Australia by introducing the nation’s first high-interest, fee-free online savings account. That innovation disrupted traditional banking models and empowered customers to take greater control of their money. The Savings Booster builds on this legacy, offering a modernised proposition that reflects both the evolving needs of customers and the competitive dynamics of today’s financial services industry.  

The partnership with Ogilvy underscores ING’s commitment to creative storytelling as a means of connecting with customers. By aligning the product launch with a campaign that emphasises the cultural relevance of saving, ING is seeking to differentiate itself in a crowded marketplace. The campaign’s message — that saving is not only practical but also fashionable — is designed to resonate with a broad demographic, from younger savers beginning their financial journey to seasoned customers seeking to maximise returns.  

The timing of the launch is particularly significant. With inflationary pressures and rising living costs continuing to challenge households, the promise of higher returns on savings provides a compelling incentive for customers to reconsider their financial strategies. ING’s Savings Booster aims to offer both immediate value through competitive interest rates and long-term benefits by encouraging sustained saving behaviour.  

By combining financial innovation with creative marketing, ING and Ogilvy are positioning the Savings Booster as more than just a product — it is a statement about the role of saving in modern life. The campaign reflects a broader ambition to make saving central to everyday conversations, reinforcing the idea that financial discipline can be both rewarding and culturally relevant.  

In doing so, ING is not only revisiting its heritage as a disruptor in the banking industry but also charting a course for the future, where saving is celebrated as an integral part of living well.