ING Australia launches ‘Saving is in’ campaign for new savings product

ING Australia has partnered with Ogilvy to launch the ‘Saving is in’ campaign, supporting the introduction of the ING Savings Booster. The campaign aims to reposition saving as a culturally desirable and aspirational habit for Australians.

Based on ING’s ‘Sense of Us’ research, the campaign highlights that smart money management is viewed as a positive trait in social settings. The research indicates that among singles, 41% find people more attractive if they adhere to a budget, and 46% are drawn to consistent savers.

The ING Savings Booster is described as the bank's first major evolution of its savings proposition since 2008. The product allows new customers to earn up to a 6.00% p.a. variable rate on balances up to $500,000 for the first four months, provided they increase their balance by at least $100 each month.