ME Bank wants to ease Australians’ Bank-xiety in new campaign
ME Bank is drawing on Australians’ ‘Bank-xiety’ – their anxiety when dealing with banks – in their latest campaign.
The campaign features a vox-pop style video asking people about their feelings towards banks.
The campaign will be executed across print, radio, outdoor, social media and online publications. The term ‘Bank-xiety’ has also gained its own microsite and Urban Dictionary definition.
Media influencers were also sent a bank-xiety pack that included a bank-xiety pills (M&Ms), a stress ball and a burner phone to a bank-xiety hotline playing calming music.
A mediation ad will appear on Facebook feeds, encouraging users to “take a deep breath with ME”
The Bank-xiety outdoor execution
ME bank chief experience officer, Ingrid Purcell said: “We want to start the conversation and tell a compelling story, starting with encouraging people to recognise their bank-xiety and ending with how to beat it.
“It’s not a new phenomenon – Australians have always felt ambivalent towards their banks – but it is a newly established term that defines the feeling.”
ME CEO, Jamie McPhee stated: “Unfortunately many Australians have become accustomed to believing that all banks are the same and have stopped looking for other options.
“Like many issues, bank-xiety sits just below the surface. By providing Australians with the language to describe what 94% of the adult population is experiencing, we want to empower them to rid themselves of this feeling for good.”
Credits
- Creative and production – ME
- Chief Executive Officer: Jamie McPhee
- Chief Experience Officer: Ingrid Purcell
- Head of Brand: Leanne Boyd
- Creative Lead: Stephen Thompson
- Senior Brand Creative: Mark Peters
- Senior Copywriter: Ed Pitts
- Production: Harlan Alston
- Account Manager: Kathryn Bredin
- Public Relations: Head of PR, Matthew Read and Consumer PR Manager, Georgia Dossetor
- Media Agency: Initiative
- Videography: Keep Left
You accidentally posted the internal strategy video, not the campaign asset… right?
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So it’s the old invent a word campaign with some pitch fodder vox pops thrown in. There’s a lot of me in lame.
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Hi ME. That was embarrassingly bad.
1. Is ME bank only for white people in the city?
2. It didn’t end. Just stoped
3. Editing and story were non Existent.
C’mon. It’s such a good product. You could be doing soooooo much better.
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Did somebody submit their year 9 media assignment and think it could compete with the likes of the current Westpac campaign airing during the MAFS breaks that is better than MAFS itself?!
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MeBank needs to offer reasonable interest rates on its mortgages rather than spending big on advertising.
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Really? I got ess you’re one of those “everything is lame if it’s not my idea” sort of people.
This is a markets ng trend that works, get over yourself.
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This is ok but i didn’t do it
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