the adviser logo

Bank launches new brand campaign

by Staff Reporter8 minute read
The Adviser

Staff Reporter

As part of its evolution to a more full service bank, one of Australia’s non-major lenders has launched a new brand campaign which represents a new creative phase for the branchless bank.

According to a statement by ING DIRECT, the new campaign centres on the premise of ‘enabling a life well spent’ and represents what the bank delivers its customers.

ING DIRECT’s head of broker distribution Mark Woolnough said the new campaign is all about “making things happen” for its customers, which ultimately flows through to its brokers partners.

“We see brokers as a key part of making someone’s dream of owning a home, a reality and that aligns perfectly to the new tagline ‘Spend Your Life Well’,” he said.

“It also represents the next phase of growth for ING DIRECT, helped by the imminent launch of superannuation. We are reminding customers and brokers that we're more than a savings and home loans bank.”

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

Read the latest issue of The Adviser magazine!
The Adviser is the number one magazine for Australia's finance and mortgage brokers. The publications delivers news, analysis, business intelligence, sales and marketing strategies, research and key target reports to an audience of professional mortgage and finance brokers
Read more