ING Australia: The Little Bank That Grew

Andrew Braithwaite

ING, a digital bank, introduced a new DBA, Roary the lion, to communicate with customers in Australia, increase revenue, acquire new, more valuable customers and stabilise its Net Promoter Score (NPS).

Campaign details

Brand: ING Bank Brand owner: ING Bank Entrant company: Ogilvy AustraliaIdea creation: One Green Bean Sydney Market: Australia Sector: Banks Media channels: Online display, Outdoor, Out-of-home, Websites & microsites, Cinema, Email marketing, Radio & audio, Social media, Print - general, Online videoBudget: 10 - 20 million

Executive summary

The “Big Four” banks have 75% of all Australians money and do 90% of the lending. To make things harder, for most Aussies, changing banks just feels too hard, with only 11% stating they...

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