ING Australia has launched a new campaign positioning saving as an increasingly attractive and aspirational behaviour.
‘Saving is in’ supports the launch of ING Savings Booster, the bank’s latest savings proposition and its first major evolution of its savings offering since 2008.
The campaign is built around research from ING’s Sense of Us study, which suggests that Australians are increasingly viewing responsible money habits as desirable.
The research found that 41% of single Australians say they find someone more attractive if they stick to a budget, while 46% are attracted to people who save consistently.
Carly Yanco, Chief Marketing Officer at ING Australia, said the findings demonstrate that “smart money habits have become a major green flag for Australians”.
“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,” she added.
At the centre of the campaign is a hero film developed by Ogilvy, which turns financial responsibility into a dating green flag.
The film follows a first date in which the protagonist reveals he has already hit his monthly savings target and asks to take advantage of a mid-week discount. His date and the waiter respond with the same verdict: “Marry me.”
Lily Lange, Head of Brand at ING Australia, said the campaign was designed to challenge the traditional focus on spending.
“For years, spending got all the glory while saving sat quietly on the sidelines,” she said.
“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 campaign also moves beyond romantic relationships to showcase everyday examples of savvy saving, including waiting for free parking and buying Christmas decorations during winter sales.
‘Saving is in’ launched across out-of-home, television and social media on 9 August 2026, including placements during The Block on Channel 9 and 9Now.