IMB was founded in 1880 and is the longest standing Building Society in NSW. It has a lot of history in its foundations on and a lot of trust in its coffers.

303Lowe first creative for IMB, after it was appointed to the IMB’s creative and media accounts in August, has put both to good use.

The 30 and 60 second ads tell a simple story told over simple animation created by animation company. Yum Yum London. Each is built on the idea that IMB supports personal goals: “If you’re an I with a dream, say I’m with IMB.”

Richard Morgan, ECD of 303Lowe, stated, “IMB believes in treating customers as individuals – and we wanted to bring this positioning to life in a fresh way. The organisation has enjoyed very high member satisfaction ratings for several years and its products are competitively priced offering a real alternative to the four major banks. We wanted the creative to reflect these strengths.

“This campaign introduces us to a world in many ways much like ours, but featuring characters who are uniquely shaped like the letter ‘i’. It’s all about how IMB gets behind its customers, and supports their goals and dreams.”

IMB chief executive officer, Robert Ryan, added, “As IMB heads toward its 135th anniversary in 2015, we have been looking for ways to celebrate the high level of satisfaction among our more than 180,000 members for our service, our competitive products and the consistency of our offering.”

“The campaign communicates the importance we place on putting the “i” in IMB and we believe it will allow us to reach broader audiences as we continue to expand into new areas. Its integration across our marketing and in-branch communications will form a solid foundation for new growth so we can attract a fresh generation of members.”

The campaign, launched on Sunday 12 October, and is running across TV, cinema, digital, outdoor, online, radio, in-store and POS in NSW and ACT.

Creative credits:

Agency: 303Lowe 

Executive creative director: Richard Morgan

Copywriters: Mike Guegan & John Gault

Art director: Alaster Spiers

Producer: Sean Ascroft

Production Company:  Yum Yum London

Music: Nylon