Another new business win for It’s Friday, this time NGM Group’s Greater Bank, won following a competitive pitch. The agency was appointed to create a new brand platform and vision for the brand.
“We have big plans for our Greater Bank brand, and we’re excited to tell a strong new story with It’s Friday,” stated Kate Messenger, head of brand and marketing, NGM Group.
The agency’s first work is for Greater Bank’s new digital home loan.
The new loan arrives at a time when achieving a home loan can be complicated and difficult for hard-pressed Aussies. The new loan offers an easier and faster way to apply and save money, from a bank that cares about providing its customers value and control like they’ve never experienced before. People will be able to apply online in less than 15 minutes with no paperwork required.
The campaign’s TVC uses a metaphor, a life-sized museum exhibit diorama, depicting a traditional home loan application process, with people from a typical Aussie family acting as exhibits.
It encourages Aussies not to be stuck in the home loan past by challenging their current or future choice of home loan with a new era of home loan that works on their terms, not the banks – and is part of a broader effort to highlight Greater Bank’s investment in delivering greater value to Aussies.
The full campaign will cover broadcast, online video, OOH, radio/audio, digital, and social.
“Greater Bank isn’t just another bank. It’s a challenger brand with heart and an ambition to make an impact to Australian lives,” stated stated Vince Lagana, chief creative officer, It’s Friday.
“For Greater Bank, home loans have entered the digital age – fast, easy, and actually built around you. So we built a museum to remind everyone what the old way looked like. If you’re still filling out forms and waiting on hold, you’re not applying, you’re time travelling. Frozen in the home loan past like a relic. Time to break free.”
“With Greater Bank’s Digital Home Loan campaign we wanted to launch a new era in home lending and It’s Friday’s campaign delivers on the boldness of that ambition —giving borrowers the confidence to move decisively toward a better way of doing things,” Kate Messenger added.
Credits
Creative Agency: It’s Friday
Client: Greater Bank
Head of Brand and Marketing, NGM Group: Kate Messenger
Brand and Campaign Manager: Garry Hazell
Senior Marketing and Campaign Specialist: Amy Bowd
Marketing and Campaign Specialist: Hannah Bowtell
Director: Justin McMillan
Executive Producer: Susannah Myerson
DOP: Peter Eastgate
Production Designer: Sam Lukins
Casting: McGregor Casting
Post Production: Heckler
Executive Producer: Will Alexander
Post Producer: Coralie Tapper
Editors; Lucas Vazquez & Daniel Page
Online Artist: Julian Ford
Compositor: Jed Morrison
Key Visual & C4D: Adrien Girault & Jordan Sykes
Music & Sound: Heckler Sound
Executive Producer: Bonnie Law
Composer: Johnny Green
Sound Designer: Dave Robertson
Media: Atomic 212
