People are attracted to funny things. Less so to the average TV ad. But a bank can hardly show you a funny cat video and retain the respect of its audience.
303 MullenLowe Perth needed to inform its audience about P&N Bank’s Flying Start & Bag product, that offers customers a 12-month rate discount on their first home loan any time in the first five years, providing financial relief whenever they choose to take it.
In other words, it lets people take a breather when they need it.
It needed to do that in a way that would stand out from all the other financial promises on TV.
So 303 MullenLowe created a 30 second table dance – which answered both of P&N Bank’s needs.
It’s eye catching for the “notoriously distracted target audience”, that Richard Berney, executive creative director of 303 Mullenlowe, knew the campaign had to reach, and fun to watch. And when the dance takes a break at the end of the spot, it demonstrates the advantage of P&N Bank’s Flying Start & Bag.
“We worked with Filmgraphics, local choreographers and performers to create a ‘table dance’ that imitates the busy lifestyles of many first homeowners, adding a moment of pause to echo the relief that P&N’s discounted loan delivers,” Berney commented.
Anna Pearce, senior manager, marketing & member value at P&N Bank added, “When you buy your first home there’s lots going on, so we created Flying Start & Bag to let our customers decide when to take a breather. 303 MullenLowe has done a fabulous job of bringing our offer to life and explaining how it will give first home owners a flying start in their journey towards home ownership.”
Client: P&N Bank
Senior Manager, Marketing & Member Value: Anna Pearce
Brand & Campaign Manager: Jessie de San Miguel
Digital Media & Campaign Manager: Alan Bayliss
Agency: 303 MullenLowe
Executive Creative Director: Richard Berney
Creative Team: Dave Wilson, Steve Lorimer
Strategic Planning: John Linton
Agency Producer: Rozanne Fretz
Business Management: Mike Naylor, Eloise Cribb
Production company: Filmgraphics
Director: Matt Richards
Producer: Anna Fawcett
Post production: Boogie Monster
Sound: Braine Storm