ING Deutschland launches marketing campaign centered on brand lion

ING Deutschland has launched a new campaign branding itself as ”the bank with the lion.” By leveraging the lion, which has been part of the company's visual identity for two decades, the bank aims to increase brand recognition and appeal to a younger audience.

The campaign, created in collaboration with the Munich-based agency David+Martin, features brand ambassador Dirk Nowitzki in a television spot that introduces various lion-themed characters. This strategic use of a recurring brand figure, or ”fluent device,” is intended to standardize visual communication across digital and social platforms.

According to the bank, consumer surveys conducted prior to the campaign launch confirmed that the lion is already a strongly associated symbol for the ING brand. The marketing move aims to anchor this recognition while translating the brand’s promise into a more emotionally accessible identity.

ING Deutschland serves over nine million customers and operates as Germany's third-largest bank. The lion icon has been a central fixture since 2004, when the bank transitioned its branding to include the symbol alongside the corporate name.