Ubank launches first campaign since app migration debacle
Australian digital bank ubank has unveiled a new integrated campaign targeting gamers, in its first campaign since thousands of customers were affected by app problems last year.
The ‘Great Savers, Bad Gamers’ campaign playfully showcases ubank’s subpar gaming skills while championing its expertise in helping Australians save smarter.
Ubank doesn’t have any physical branches, and operates under National Australia Bank’s licence.
This marks the bank’s first major campaign since app issues late last year that left customers stranded, locked out of accounts and unable to access their finances.
In November, the Sydney Morning Herald reported that since the bank’s merger with neobank 86 400 in May 2022, approximately 130,000 existing customers had been ‘upgraded’ to a new app, a process that was plagued with problems and social media backlash.
The TVC is supported by a suite of social and in-game create assets, where ubank owns its ‘noob’ status, presented with a knowing nod to gaming culture.
“The ‘Great Savers, Bad Gamers’ campaign embodies what ubank is – we’re unapologetically authentic, refreshingly individual, and laser-focused on helping Aussies get ahead with their money,” said Sebastian Paulin, ubank’s head of growth.
Katie Chandler, growth director, everyday banking at ubank, added: “To effectively activate across so many placements and formats we employed a digital-first approach to shooting; capturing 9:16 and 16:9 simultaneously, planning for a multitude of fit-for-platform assets built off the back of the core campaign.”
The campaign aims to have a 360 approach to the market – with in-game engagement, eventing, multi-platform paid and organic social and personalised retargeting via The Trade Desk.
“Authenticity matters,” said Callum Hanks, creative director at ubank. “Dozens of brands show up in the space spouting the same overdone cliches of gaming marketing.
“We wanted to completely own that a bank is about as uncool as its gets to most gamers, but with the energy and enthusiasm of someone’s grandad using VR for the first time.”
The campaign will run until the end of October.
Credits:
Production
In-game media agency: Rifle
Production and post-production: GlassFull
Producer: Dani Martin
Director/DP – Jake Ward
Colourist: Alina Berminhgam
Voiceover artist: Robbie McGregor, via RMK
Sound mix: Mighty Sound
Activation agency: Maverick
Ubank
Head of growth: Sebastian Paulin
Creative director: Callam Hanks
Growth director, everyday banking: Katie Chandler
Growth director, brand: Nic Lloyd
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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