In the banking world, you're made to choose between new fintechs built to make banking more manageable but a little risky and the secure Big4 banks that are cold, lifeless and treat people all the same.
But with intelligent apps that use AI to get the most out of your money to a call centre based solely in Tasmania that genuinely cares about its 150,000 customers, we positioned this 62-year-old bank as the perfect blend of these two worlds.
The modern bank with good old fashioned values.
Leveraging MyState's brand platform, "The Human Way to Bank", which we created a few years prior, we brought to life a fully integrated campaign with the intention of capturing the attention of Aussies who were looking for a bank that was a lot more personal.
Numbers and Feelings Campaign.
We launched this new campaign, 'Numbers & Feelings', in Victoria on primetime free-to-air, shouting that great outcomes are possible when our heads and heart work together.
Through the two characters ' Numbers & Feelings', we illustrated how MyState Bank understands that people need to balance their heads (the numbers) with their hearts (their feelings) and are there to provide a banking experience that helps satisfy both.
After all, that's what the Human way to bank is all about.
While it's too early for results, early indicators suggest that the campaign is performing well against MyState's objectives of growing the brand beyond Tasmania and is helping it to elevate out from the category.