Funny. So, so funny. Relatable. Hugely relatable. The Hallways has nailed the current challenge of financial pressures and home ownership for young people, with BCU Bank being the beneficiary of all that goodness.
The campaign proposes humorous ways to get a loan – such as selling feet pics, asking Dad or… ‘Daddy’, waiting for an inheritance from gran or moving home (again) – before putting BCU Bank forward as A Better Back-Up.
Even more powerfully, the quick-witted and comical new brand campaign is underpinned by consumer truths and insights.
The OOH and digital campaign presents a provocative highlight of people’s ‘Plan Bs’, the alternative ways some Australians save or grow their money, and the fact that 80% of Aussies bank with a Big Four bank[1].
The customer-owned bank partnered with global public opinion and data company, YouGov, to commission research revealing the unconventional methods Aussies use to tackle the cost-of-living crisis.
BCU Bank head of marketing, Michelle Hemingway, commented, “Our research uncovered how increasing cost-of-living pressures, as well as low financial literacy and confidence, were impacting consumers. We learned some Gen Zs and Millennials are joking about – or dabbling in – unconventional tactics or ‘Plan Bs’ to make money and boost their savings. Our goal is to support our existing customers, while also connecting with younger Australians who need a leg up to reach their financial goals.”
“When it comes to competing in a very cluttered market space, we knew our brand campaign needed to leverage these insights, be edgy and bold and resonate with today’s consumer.”
A Better Back-Up features creative assets across digital and traditional channels with messages tailored to key customer needs or financial milestones and media buy placing high-visibility adverts within metres of a named Big Four bank.
The campaign tells customers that while their primary bank may be Plan A, BCU Bank is the better back-up plan when they need to turn to a Plan B. Hemingway noted that while most Australians bank with a Big Four, about one in three also had a second back-up bank.
“People are increasingly looking for new ways to save for a house, start a business or get set for retirement and a big-player bank isn’t always the fastest or most feasible way,” she stated.
“This clever campaign cements BCU as the very best second bank, and certainly the best financial back-up plan, an Aussie banking customer could choose,” Hemingway commented.
PR activity included a travelling Footography Studio with express pedicures and professional feet pics in key, high-traffic Brisbane locations, capturing the attention of both the public and media.
The Hallway creative director, Jessica Thompson, commented, “More reluctant brands would have shied away from a creative construct like this, especially given A Better Back-Up is our first dance with BCU Bank, but Michelle and her team were driven by a clear objective and a strong intention of helping Australians of all ages to feel confident when it comes to managing their money.
“For all the brands in the world calling themselves either leaders or challengers, there aren’t many who proudly stake their claim as your best second choice. Working with BCU Bank on becoming the most memorable back-up has been a riot and it’s to their credit that they leaned right into their brand personality traits of being human, quick-witted and tenacious and didn’t shy away from poking fun at themselves.”
Credits
Client: BCU Bank
BCU Bank General Manager: Mark Smyth
Head of Marketing: Michelle Hemingway
Brand & Marketing Manager: Claudia Dalton
Creative Design Lead: Britney Nash
Creative & Media Agency: The Hallway
PR: Aruga
Co-Founder and Partner Lead: Adam Brunes
Account Lead: Kimberley Roberts
Director of Content: Belinda Seeney
Account Director (PR): Jai Johnstone
Brand Activation: BonBon
Events & Activations Director: Kirsty Adams
Partnerships & Engagement Director: Dana Brown
[1] Finder’s Consumer Sentiment Tracker, 2023
