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.
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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