Once upon a time, people saved their loose change. And were often surprised at how quickly that turned into a significant treasure trove of cash. Now most people use credit cards and few get loose change.
So 303 MullenLowe and P&N Bank, the largest locally owned and operated bank in Western Australia, have launched a transaction tool called Pay&Save, which makes it possible to pay and save money at the same time – digitally.
Pay&Save lets Australians round up their daily transaction purchases to the next dollar amount and save the difference – the digital equivalent of tossing your loose coins in a change jar. 303 MullenLowe’s job is to make that great idea a cool thing to do.
P&N Bank chief executive officer, Andrew Hadley, commented, “We’ve been working with 303 MullenLowe for the past 18 months to communicate our new brand strategy to consumers – and we’re excited to unveil the next stage – our campaign for Pay&Save. We think this innovative payment product represents great value, conveniently solving a problem for people who are struggling to get into the habit of saving.”
The “loose change” that people get by using Pay&Save goes into a P&N savings account. They can also direct their savings to another customer’s savings account to help their kids save money, for example.
Pay&Save is part of the bank’s ongoing strategy to deliver banking solutions that are in sync with customers’ everyday lives.
“At its heart, Pay&Save is a handy tool that proves saving can be easy (even a little fun) and we wanted our campaign to reflect this. In a really simple, striking way, it shows how the spare change left over from the little things we buy can flow towards bigger things we might be saving for, whether that’s a weekend away, designer sunglasses or a new pair of shoes,” stated Richard Berney, executive creative director at 303 MullenLowe.
The campaign is running on TV/catch-up, radio, outdoor and digital channels. It builds on the success of P&N Bank’s The power of & brand platform, which launched in October 2015 and won Marketing Campaign of the Year at the 2016 Australian Retail Banking Awards. The power of & is now being used across all of P&N Bank’s business, including advertising and product offerings.
Derry Simpson, managing director strategy and innovation at 303 MullenLowe, stated, “As agency partner, we are extremely proud of the work we are creating together with P&N Bank, and it’s been especially rewarding to launch an innovative transaction tool that’s already resonating in the market. The Pay&Save campaign is part of P&N Bank’s larger payments strategy, which we’ll continue to build on together with successive campaigns next year.”
Credits:
Agency: 303 MullenLowe
Executive creative director: Richard Berney
Copywriter: Joe Hawkins and Dave Wilson
Art directors: Richard Berney & Ross Dungey
Agency producer: Rozanne Fretz
Business director: Kelly-Anne Davis
Business manager: Kelsey Fraser
Managing director strategy and innovation: Derry Simpson
Strategic planner: John Linton
Production company: XYZ Studios
Director: Steve Watkins
Executive producer: Garett Mayow
Producer: Douglas Pope
Sound: Brad Habib @ Soundbyte
Music: Nylon Studios
Client: P&N Bank
Senior manager digital & marketing: James Wyper
