Customer Owned Banking Association takes stab at mainstream banks in new campaign via Supercurious
The Customer Owned Banking Association (COBA) has launched a new digital campaign to encourage Aussies to make the switch to a bank that ‘treats them like more than just a number’, via creative agency Supercurious.
The campaign hopes to bust common myths about the banking sector, and raise awareness about mutual banks and credit unions as financial institutions that ‘puts it people first’.
It comes off the back of commissioned research by Pollinate that found over 70% of Australians feel that banks lack human touch.
“At the same time, those surveyed believed customer owned banks offer better and more personalised service, resulting in higher satisfaction,” Pollinate director, Jacky Heath, explained.
The ads direct people to the ‘Find-A-Bank’ tool, which helps Aussies find a purpose-led, customer owned bank that aligns with their needs and values.
Annette Nel, creative director at Supercurious said: “Our creative approach was to reposition customer owned banking as customer first banking, thereby directly linking these banks with customer service. Whatever a customer puts first, we wanted them to know that there’s a customer owned bank that aligns with those needs at findabank.com.au.
“The campaign roll-out involved customised animated videos, each created around the specific needs identified in Pollinate’s research,” she continued. “The creative style was adapted to work in different mediums to create a campaign that’s fun and makes everyone believe that ‘there’s a bank that gets me’.”
COBA’s CEO, Mike Lawrence, concluded: “Customer-owned banks are centred on helping customers and have been putting people before profits for almost 180 years. Time and time again, mutual banks and credit unions have proven that a people-first focus delivers better outcomes for customers and communities.”
The campaign is live across targeted websites and social media platforms including Meta and TikTok for the next two months.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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