ubank has launched a new brand platform through creative agency WPP whiteGREY in the first work created by the agency since being appointed to manage the NAB-owned digital bank’s brand and creative account following a competitive selection in late 2021.
The ‘This is how you money’ platform highlights the brand’s redefined proposition and its promise to help the next generation of Australians be more successful with money. The launch follows a product campaign launched in early June across programmatic and select over-the-line (ATL) channels.
Spencer 45″: https://jwp.io/s/Wq96iZNP
Skye 30″: https://jwp.io/s/hegG2HRR
The new campaign features a series of individual money stories and experiences that demonstrate what it’s like to be on top of your money, with three spots focusing on three different products: savings, spending and home loans.
In one 45-second spot, protagonist Sally is walking through the streets of a city when she gets a bank account alert on her phone telling her she’s close to reaching her savings goal. As she continues her journey home, ecstatic about her achievements, magazine covers, posters and signs reflect her success – emblazoning her face all over town as ‘Savior of the Year’. Sally returns home to see herself on the news, settled in her lounge when she receives another reminder.
In cooperation with the media agency Bohemia ubank, whiteGREY created a creative strategy and communication plan for the work, including; new brand identity evolution, new platform development, branding campaign (including TV, film, OOH, audio, digital and social executions) and product campaign (including performance – audio, social and digital display).
whiteGREY creative director Chad Mackenzie said the challenge was to create a brand platform that delivered on ubank’s mission to make Aussies more successful with money: “No one wants to talk about banking. But they want to talk about money. What could you do about it and importantly how good it feels when things start to happen.” said Mackenzie.
Mackenzie continued: “Ubank simply puts you on top of the money. It’s smarter, faster and brings better money. That’s what our creative platform is all about. Make money. To drive change in the way Australians think and deal with money.”
The two-phase campaign launched in June, with the first programmatic run alongside select ATL channels, ahead of the July 17 flagship launch, which delivers a new brand message, look, feel and sound across ubank’s biggest ATL investment in more than years. three years.
whiteGREY’s director of strategy, Brooke Thompson, said: “The work speaks to an audience that recognizes that money is not something you just leave in an account and hope for the best. They listen to podcasts. They explore different ways to invest. They follow FinToks. They want to work with money, break old behaviors and learn something new.”
Sebastian Paulin, head of growth at ubank, said: “From the beginning, we focused on leveraging customer insights to give whiteGREY a solid foundation to build our new brand platform. We’re really excited about how well the work is already connecting with our audience.”
The campaign runs from July to October and the second phase is planned for early 2023.
Philippa Watson – CEO
Andrew Morrison – Chief Product and Growth Officer
Sebastian Paulin – Head of Growth
Nic Lloyd – Director of Growth, Brand Campaigns and Sponsorships
Emily Barnick – Director of Growth, Lending
Creative: white GRAY
Lee Simpson – CEO
Simon Wassef – Strategy Director
Brooke Thompson – Director of Strategy
Chad Mackenzie – Chief Creative Officer
Ronojoy Ghosh – Creative Director
Tom Spicer – Senior Creative
Jol Temple – Senior Creative
Kevin Reece – Senior Creative
Natalie Robinson – Group Account Director
Charles Todhunter – Account Director
Enid Sung – Account Manager
Sean Ascroft – Integrated Producer
Production company: Sweetshop
Directed by Liz Murphy
Executive Producer: Edward Pontifex
Producer: Allison Lockwood
Editing: Mark Burnett
DOP: Jeremy Rouse
Cast: Danny Long Casting
Film Post-Production: Editors
Online: Stu Cadzow
Sound Production: Massive Music/Katrina Aquilla
Publisher: Universal/Music Mill/Bruce Tweedie
Music: San Cisco/Big Sync Music/Michael Szumowski
Photo: The Kitchen/Toby Burrows
3D and Retouching: Electric Art
Strategy and Research – Manifesto
Media agency – Bohemia
PR agency – Sling & Stone
#ubank #launches #brand #platform #installment #whiteGREY