‘Saving is In’ Says ING Campaign – And It Can Make You More Attractive

ING’s ‘Sense of Us’ research found that 41% of single Australians “find someone more attractive” if they stick to a budget, as saving becomes increasingly aspirational.

by APAC Ad Junkie
· August 10, 2026

ING has partnered with Ogilvy to launch ‘Saving Is In’, a campaign supporting the launch of ING Savings Booster. The campaign features a trio of films humorously highlighting the benefits of being a good saver.

The creative work reflects insights from ING’s Sense of Us research, which found that saving is increasingly aspirational for Australians. Among singles, 41% say they find someone more attractive if they stick to a budget, while 46% are drawn to people who save consistently, according to the release.

Well, there you go. If that’s not a good reason to start saving, we’re not sure what is.

“Our research shows that smart money habits have become a major green flag for Australians,” said Carly Yanco, Chief Marketing Officer, ING Australia.

“Aligned to this insight, the ‘Saving is in’ campaign celebrates relatable saving behaviours and seeks to make saving as culturally relevant and irresistible as spending.”

The campaign’s hero film, developed with Ogilvy, follows a first date where savvy saving proves desirable. After revealing he’s already achieved his monthly savings goal and requesting the mid-week discount, both his date and the waiter deliver the same verdict: “Marry me.”

“I wanted the campaign, and the TVC at its heart to find that wonky ING take on the genuine joy and everyday triumph of reaching personal savings milestones,” said Lily Lange, Head of Brand, ING Australia.

“For years, spending got all the glory while saving sat quietly on the sidelines. This campaign flips that script. We wanted to show that there’s something undeniably attractive about having your finances sorted, with the ING Lion adding his own cheeky seal of approval.”

“The ‘first date’ scenario was the perfect stage – taking a high-stakes, historically awkward social situation and turning a smart financial move into a moment of genuine pride and connection,” said Max McKeon, Executive Creative Director, Ogilvy.

“By pairing this cultural truth with ING’s signature personality, the campaign celebrates savvy savers and shows that being smart with your money is not just sensible – it’s actually a very attractive look.”

The campaign will extend beyond financial compatibility in romantic settings, shining a light on savings mindsets – from holding a standoff with a parking warden to stall entry until free parking starts, to buying Christmas decorations in bulk during winter sales periods months ahead of the festive season.