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ING Australia (ING) has this week adopted the tagline “Do your thing” in its branding and launched a new marketing campaign on the theme to reflect the bank’s “new brand direction”.
The motto, which was first announced by the global banking company last year as its inaugural global tagline, aims to articulate the bank’s purpose of empowering people to stay a step ahead in life and encouraging people to do more of the things that are important to them.
ING’s head of brand, Carly Yanco, commented: “We’ve just lived through a year where the everyday things we enjoy doing have been harder to do.
“‘Do your thing’ captures our desire to help Australians have the freedom and confidence to do their thing. We do this by removing the friction from banking and supporting our customers whenever and however they need us.”
The new tagline and messaging forms the basis of the bank’s new advertising campaign, which launched yesterday (1 March).
It includes TV commercials (TVCs) featuring a CGI version of the ING lion, which stands alongside customers as they take part in a range of activities, from yoga to renovating houses.
Ms Yanco added: “By definition the statement [‘Do Your thing’] means different things to different people. As a modern and progressive bank, the statement also describes how we approach our own business, differently. You’ll see us celebrate this difference in the spirit and personality of our new ads.”
“Just like the lion in the TVCs, our people are always there in the background helping our customers to get on with their lives, without getting in the way.”
Another player in the mortgage distribution space to unveil a new brand refresh is AFG (Australian Finance Group), which has released an updated brand design, logo and website as part of its 2021 campaign launch.
The aggregation group has also embraced the tagline “Go Far, Go Together” as part of its new look.
[Related: Digital lender rebrands, writes first loan]