Media Enquiries
Cassandra Geselle
ING
60 Margaret Street
Sydney NSW 2000
Media Enquiries
Cassandra Geselle
ING
60 Margaret Street
Sydney NSW 2000
published 29 Sep 2025
ING and Ogilvy unveil new TVC featuring AI-powered ING Lion, aimed at empowering customers with every tap
ING Australia, in partnership with Ogilvy, has launched a new TVC at the heart of its Orange Everyday campaign, spotlighting the journey of ING customer Magnus as he transforms into the Lion – capturing the sense of confidence and ease that can come with every tap of the ING Orange Everyday card. ING changed the way Australians bank 25 years ago by launching the country’s first high interest, fee-free online savings account. This campaign reflects ING’s ongoing journey of combining technology and creativity to help enhance the everyday banking experience.
The campaign’s creative centerpiece, the TVC, brings to life the ING Lion through cutting-edge AI technology. For the first time, the ING Lion is fully animated using AI, allowing for bespoke, dynamic assets to be generated at speed and scale.
This innovation helps maintain the ING Lion’s presence across all campaign touchpoints – from TV to digital and social – while incorporating a human-centric approach that reflect’s ING’s responsible use of AI. Ogilvy were also able to halve production costs through the use of AI, when compared to CGI.
ING’s Head of Brand, Lily Lange says:
“We’re always exploring new ways to bring our brand to life in fresh and engaging ways. Our latest campaign is a great example, by using AI to animate our ING Lion, we’ve created more dynamic and memorable advertising that reflects the energy and individuality of our customers. The TVC shows how even everyday transactions can feel more rewarding and meaningful with ING.”
The TVC’s narrative follows Magnus as he navigates daily life, with each transaction using his ING Orange Everyday card transforming him – visually and emotionally – into the Lion. This visual storytelling brings to life ING’s new “Ca-ching” creative direction, showing how each purchase can contribute to a sense of financial control, confidence and reward.
Complementing the TVC, the “Ca-ching” campaign highlights a range of ING Orange Everyday features designed to add everyday value – such as 1% cashback on eligible utility payments and no ING international transaction fees on overseas spending (when monthly eligibility criteria are met), and personalised cashback offers through the new ING Pocket Perks program. The “Cashback Moments” initiative, which launched in September 2025, gives eligible Orange Everyday and Orange One customers the chance to win a portion of $750k in over 3,500 cash prizes of $100, $1,000 or $10,000 until 30 November 2025 (or until prizes run out) by using their eligible ING card.
Executed through an integrated strategy spanning creative, online, and offline channels, the campaign’s multi-tiered communications plan ensures a cohesive yet tailored message across TV, VOD, OOH, social, digital, and finfluencer activity.
Credits:
- UM
- Hogarth
- Ogilvy
- Ogilvy PR
- LASH
More information
Any advice on this page is general information only and does not take into account your particular objectives, financial situation or needs and you should consider whether it is appropriate for you having regard to these factors before acting on it. Fees and charges apply. Before making any decision in relation to any of our products, you should read the relevant Terms and Conditions booklet and Fees and Limits Schedule, available at ing.com.au or by calling 133 464.
Information is current as at the date of publication and is subject to change.
ING is a business name of ING Bank (Australia) Limited ABN 24 000 893 292 AFSL 229823, Australian Credit Licence 229823.
Orange Everyday Benefits for Orange Everyday Customers
Orange Everyday Benefits will apply for the next month when you meet the following eligibility criteria during the current month:
- deposit at least $1,000 from an external source to any personal ING account in your name (excluding Living Super and Orange One), and
- also make at least 5 card purchases that are settled (and not at a ‘pending status’) using your ING debit or credit card (excluding ATM withdrawals, balance enquiries, cash advances and EFTPOS cash out only transactions).
Orange Everyday customers who hold an ING Home Loan are automatically eligible for Orange Everyday Benefits, and are not required to meet this monthly criteria.
Each month that you’re eligible for the Orange Everyday Benefits, you’ll receive the following on your Orange Everyday accounts:
- 1% cashback on eligible utility bill payments (up to $100 per financial year);
- Unlimited rebates on the ING International Transaction Fee; and
- Rebates on ATM withdrawal fees for the first 5 fee incurring ATM withdrawals (excludes international ATM operator fees).
An eligible utility bill payment is a payment made by BPAY or direct debit (BSB and account number) or PayTo from your Orange Everyday account for a water, gas or electricity bill from an agreed supplier for the Australian residential address of the account holder.
For full terms and conditions, see the Orange Everyday Terms and Conditions, the Everyday Banking Fees and Limits Schedule, Orange Everyday Benefits Schedule and the agreed utility supplier list.
Subject to the Orange Everyday Terms and Conditions, we may change or cancel Orange Everyday Benefits at any time at our discretion.
Benefits on the Orange Everyday from 15 October 2025
From 15 October 2025, all Orange Everyday customers will automatically get access to:
- 1% cashback on eligible utility bill payments (up to $100 per financial year) (T&Cs apply).
- $0 ING international transaction fees, and
- $0 ING international ATM withdrawal fees.
All without needing to meet any monthly eligibility requirements.
For domestic ATM withdrawals, there will continue to be no fees charged by ING, but third party operator fees will no longer be rebated. Eligibility criteria to unlock the additional variable interest rate on the Savings Maximiser will remain unchanged.
Existing Orange Everyday Benefits will continue to apply up until 14 October 2025 for customers that met the eligibility criteria in the previous month.
An eligible utility bill payment is a payment made by BPAY, direct debit (BSB and account number), or PayTo from your Orange Everyday account for a water, gas or electricity bill from an agreed supplier for the Australian residential address of the account holder. Up to $100 per Orange Everyday, per financial year.
For full terms and conditions, see the Orange Everyday Terms and Conditions and Fees and Limits Schedule, Orange Everyday Target Market Determination and the agreed utility supplier list at ing.com.au.
ING Pocket Perks
If customers activate their Orange Everyday debit card or Orange One credit card between 21 July 2025 and 31 March 2026, there may be a delay in its automatic enrolment into ING Pocket Perks.
ING Pocket Perks offers are subject to specific eligibility requirements set by the merchant providing the offer, and these details will be displayed in the ‘Offers’ section of the ING app. Cashback is usually credited within 7 days of a qualifying purchase being fully processed. ING Pocket Perks offers are also subject to the Orange Everyday Terms & Conditions or Orange One Terms & Conditions. Offers are for a limited time only and subject to change.
Customers who prefer not to receive personalised cashback offers or related communications can opt out at any time via the unsubscribe link in any ING marketing email. Even after opting out, they will continue to have access to non-personalised offers.
Ca-Ching Cashback Moments Chance to Win Promotion
Promotion runs from 5 September to 30 November 2025 or until prize pool is exhausted. Open to Australian residents aged 18+ with an active Orange Everyday account who are opted into marketing communications and remain opted into marketing communications until 12 January 2026, are the original recipient of an email from ING about this Promotion and are not in arrears or financial hardship. Entry via eligible card purchases (excluding ATM withdrawals, cash advances, pseudo cash card purchase, BPAY, pay anyone, and internal payments). Opt-in to marketing required. Total prize pool: $750,000, including prizes of $100, $1,000 and $10,000. Exclusions and Tamp;Cs apply. The prize may have tax implications. You should seek independent tax advice.
Winners will be notified by SMS and email and published at campaigns.ing.com.au/cashback-moments-winners. Visit campaigns.ing.com.au/cashback-moments. Permits: NSW Licence No. NTP/14172; ACT Licence No. TP25/01942; and SA Licence No. T25/1456. Promoter: ING Bank (Australia) Limited, ABN 24 000 893 292. Promoter: ING Bank (Australia) Limited, ABN 24 000 893 292.
Media Enquiries
Cassandra Geselle
ING
60 Margaret Street
Sydney NSW 2000
All information in the ING Newsroom is accurate at the time of publication.