IMB Building Society unveils first work from 303Lowe Sydney
IMB Building Society has unveiled the first work from recently appointed agency 303Lowe Sydney which focuses on customer satisfaction amongst the variety of services the bank offers its customers in an animated spot by introducing audiences to various types of clients from a growing family, to a bargain-hunter, to the saving type.
303Lowe ECD Richard Morgan said: “IMB believes in treating customers as individuals – and we wanted to bring this positioning to life in a fresh way. The organisation has enjoyed very high member satisfaction ratings for several years and its products are competitively priced offering a real alternative to the four major banks. We wanted the creative to reflect these strengths. This campaign introduces us to a world in many ways much like ours, but featuring characters who are uniquely shaped like the letter ‘i’. It’s all about how IMB gets behind its customers, and supports their goals and dreams.”
The campaign, which 303Lowe worked with animation company Yum Yum London on, consists of a 60-second and 30-second TV spots and runs across TV, cinema, outdoor, online, radio, instore and point-of-sale in NSW and ACT.
IMB CEO Robert Ryan said: “As IMB heads toward its 135th anniversary in 2015, we have been looking for ways to celebrate the high level of satisfaction among our more than 180,000 members for our service, our competitive products and the consistency of our offering.
This campaign communicates the importance we place on putting the “i” in IMB and we believe it will allow us to reach broader audiences as we continue to expand into new areas. Its integration across our marketing and in-branch communications will form a solid foundation for new growth so we can attract a fresh generation of members.”
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Credits:
- Client: IMB Building Society
- Agency: 303Lowe
- Executive Creative Director: Richard Morgan – ECD
- Copywriter: Mike Guegan/John Gault
- Art Director: Alaster Spiers
- Producer: Sean Ascroft
- Chief Executive Officer: Nick Cleaver
- Chief Strategic Officer: Jon Mckie
- Managing Partner: Matt Clarke
- Strategy Planner: Dan Clark
- Production Company: Yum Yum London
- Music: Nylon
- Media Planning: 303Lowe
- Media Buying: 303Lowe
- Public Relations: Verve Communications
- IMB Senior Manager – Marketing, Products & Alliances: Alina Azar
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Nice animation. Everything else about it blows. Just another dumb bank ad.
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I agree with @Blah – all style no substance. Its not very clear why I should I bank/or stay with IMB?
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Such a missed opportunity for IMB. This spot will not get them the cut-through they need in this sector. Trying to be ‘different’ but missing the target entirely.
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