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ING DIRECT launches ‘part of you’ brand campaign

Published on 13/08/2012

As part of its evolution to a more full service bank, ING DIRECT has launched its latest brand campaign which represents a new creative phase for the branchless bank.

The new campaign centres on the premise of ‘enabling a life well spent’ and is the first campaign since appointing its new agency roster earlier this year.

ING DIRECT’s Executive Director, Customer, Brett Morgan said, “We wanted to ensure our brand represented what we are to our customers – a bank that’s simple and easy to deal with.

“Since launching, we have captured the attention of Australians and we’re now looking to cement our place in their financial decision making. With our upcoming launch into superannuation, we’re now covering four areas of banking and this campaign highlights that we’re more than a savings bank.

“We are industry leading in customer advocacy and the ‘part of you’ campaign reflects this position,” said Morgan.

The brand TVC aired on Sunday 12 August with product versions rolling out in the coming months, including its new superannuation product.

The ’Spend Your Life Well’ tagline will replace ‘It’s Your Money’ and the life preserver will not longer be part of the ING DIRECT look and feel.

Since launching in 1999 ING Direct has developed into one of Australia’s strongest brands with the highest reputation ranking of any bank in the country (amr RepTrak).

ING DIRECT Australia offers products across savings; home loans; investments and everyday banking and is the country’s fifth largest home lender.

ING DIRECT, globally, is the world’s largest direct bank.


Creative: Droga5

Digital: Soap

Media: UM


Media contact:
David Breen
+61 2 9028 4347
+61 412 933 060


ING DIRECT pioneered branchless banking in Australia by offering the first online, high interest, fee free savings account. Our low cost operating model allows us to pass these savings on to the customer in the form of great value products and services. Today, ING DIRECT has more than 1.4 million customers with $26 billion in deposits and $38 billion in mortgages and a range of innovative banking products.

Please note ING DIRECT is never abbreviated to ING.


Media Enquiries

David Breen
Head of Corporate Affairs
0412 933 060

Megan Landauro
Public Relations Manager
0413 317 225

60 Margaret Street
Sydney NSW 2000

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