ING celebrates savvy savers in new ‘Saving is in’ campaign for ING Savings Booster via Ogilvy

ING has partnered with Ogilvy to launch ‘Saving is in’, a new campaign supporting the launch of ING Savings Booster, the bank’s flagship savings account.

The ING Savings Booster is the first major evolution of ING’s savings proposition since 2008. New to 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.

Twenty-seven years ago, ING helped reshape banking in Australia with the country’s first high-interest, fee-free online savings account. ING Savings Booster builds on that heritage by rewarding customers for consistently growing their savings.

The launch campaign reflects insights from ING’s Sense of Us research, which found that saving is becoming increasingly aspirational for Australians. Among singles, 41% say they find someone more attractive if they stick to a budget, while 46% are drawn to people who save consistently.

“Our research shows that smart money habits have become a major green flag for Australians,” said Carly Yanco, Chief Marketing Officer, ING Australia. “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.”

Head of Brand for ING Australia, 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. 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.”

Says Max McKeon, Executive Creative Director, Ogilvy: “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. 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.”

The ‘Saving is in’ campaign will extend beyond financial compatibility in romantic settings, shining a light on savings mindsets – from holding a standoff with a parking warden to stall entry until free parking starts, to buying Christmas decorations in bulk during winter sales periods months ahead of the festive season.

The ‘Saving Is In’ campaign has rolled out across OOH, TV and social media, airing on 9th August 2026 during The Block on Channel 9 and 9Now.

Creative Agency: Ogilvy

Director – Stef Smith
Producer / EP – Emma Thompson
EP / MD – Oliver Lawrance
Production Company – PHOTOPLAY / PLAYTIME
Editor – Tim Mauger
VFX/Online – WPP Production

Ogilvy PR
UM
Kantar

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