Up launches major brand campaign and ‘Cash Splash’ promotion
Digital bank, Up, has launched a new brand campaign to highlight its mission of making managing money easy for Aussies as it celebrates reaching one million customers.
The brand platform – ‘Simplify Money, Amplify Life’ – reinforces the bank’s commitment to delivering innovative, customer-led experiences designed to take the stress out of managing money and help customers focus on the “good life”.
From automated savings to detailed spending insights, the digital bank aims to empower Australians to have complete visibility and control over their financial lives, but does so easily through intuitive, feature-rich financial tools.
“‘Simplify Money, Amplify Life’ cuts straight to our core purpose – using smart banking features to alleviate financial anxiety and empower our customers to live their best lives,” Pete Johnson, head of brand at Up, explained.
“The first stage of the campaign is brought to life with a candid shot by Sydney-based music photographer Dougal Gorman, capturing a genuine moment of a mate at a party, which underscores the sincerity at the heart of our message.
“Staying true to our customer-first approach, we’re celebrating our one million customer moment by giving back with The Upside Cash Splash promotion.”
The Upside Cash Splash promotion will see Up’s customers treated to a range of prizes and competitions, including thousands of cash prizes in their five-day-long one-million-cent giveaway.
The promotion, which runs daily from November 25 to November 29, hopes to celebrate Up’s loyal community – which recently surpassed the one million customer mark.
The campaign is rolling out nationally, across digital ads, OOH, print ads, paid media partnerships with community radio stations including RRR, PDS, and FBi, as well as its long-time partnership with youth publication, The Daily Aus.
The campaign has a strong focus on OOH, before extended further across BVOD and SVOD in the new year. OOH placements, in partnership with Oodle Media, include tram and light rail wraps and street posters.
“When we started Oodle, Up was exactly the type of client we were looking for – ambitious, disruptive and laser focused on results that matter,” said Matthew Rossi, founder of Oodle Media.
“We’ve loved working hand in glove and at speed to deliver their most ambitious brand campaign to date, spanning multiple OOH formats, and can’t wait to work with them to onboard the next million customers!”
Credits:
Creative: Up
Outdoor Media: Oodle Media
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Lauren McNamara is the associate editor 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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