Australian digital bank, Up, is un-bank-y. Its new campaign is youthful, arty and un-wordy. The neobank has just reached 1 million customers. Australia is a small country, That’s a huge achievement.

The campaign highlight’s Up’s ongoing mission to simplify money for Aussies so they can amplify their lives. The tagline is therefore, simply, Simplify Money, Amplify Life. What goes around that line is the drawcard. It’s the epitome of un-corporate.

That doesn’t mean that Up is devoid of bank-y features. It offers good bank-y features, consistently redefining digital banking by offering intuitive, feature-rich financial tools that make it easy for customers to manage their money.

But with its loyal community at the heart of the celebrations, Upsiders will be treated to a range of exciting promotional offers with this campaign – merch giveaways and social media competitions, such as the chance to win one of thousands of cash prizes in their 5-day-long one-million-cent giveaway promotion, The Upside Cash Splash, which runs daily from November 25 through to November 29.

Up’s head of brand, Pete Johnson, commented, “Simplify Money, Amplify Life cuts straight to our core purpose—using smart banking features to alleviate financial anxiety and empower our customers to live their best lives. The first stage of the campaign is brought to life with a candid shot by Sydney-based music photographer, Dougal Gorman, capturing a genuine moment of a mate at a party, which underscores the sincerity at the heart of our message. Staying true to our customer-first approach, we’re celebrating our one million customer moment by giving back with The Upside Cash Splash promotion.”

The campaign is rolling out throughout Australia, across digital ads, outdoor advertising (OOH), tram and light rail wraps, street posters, print ads, and paid media partnerships with community radio stations including RRR, PBS and FBi, and long-time partner and Australian social media-based news outlet, The Daily Aus. The activity will be extended further across BVOD and SVOD early in the new year.

Founder of Oodle Media, Matthew Rossi, added, “When we started Oodle, Up was exactly the type of client we were looking for – ambitious, disruptive and laser focused on results that matter. We’ve loved working hand in glove and at speed to deliver their most ambitious brand campaign to date, spanning multiple OOH formats, and can’t wait to work with them to onboard the next million customers.”