SYDNEY, AUSTRALIA — Australia’s first digital bank, ubank, has unveiled a new brand platform via creative technology company whiteGREY, highlighting the brand’s redefined brand proposition and its promise to help the next generation of Australians be more successful with money. This is the first work to launch in market since whiteGREY was appointed as ubank’s lead brand and creative agency, following a competitive pitch in late 2021.
The launch of the new brand platform, “That’s How You Money,” follows the product campaign launch that went to market in early June across programmatic and selected ATL channels.
In collaboration with ubank’s media agency, Bohemia, whiteGREY’s remit covered the creative strategy and communications plan, including; an evolution of the new brand identity, new platform development, brand launch campaign (including TV, cinema, OOH, audio, digital and social executions), and product campaign (including performance – audio, social and digital display).
whiteGREY Chief Creative Officer Chad Mackenzie said the challenge was to create a brand platform that delivered on ubank’s mission to make Aussies more successful with money: “No one wants to talk about banking. But they do want to talk about money. What you could be doing with it, and importantly, how good it feels when things start to happen.” said Mackenzie.
Mackenzie continued: “Ubank, quite simply, gives you the upper hand with money. It’s smarter, faster, and delivers a better money experience. That’s what our creative platform is about. Doing money. Encouraging a shift in how Aussies think and act with money.”
The campaign uses a series of individual stories and experiences to demonstrate what it feels like to get the upper hand with money, underpinned by product proof-points for Saving, Spending, and Home Loans.
whiteGREY Strategy Director Brooke Thompson said, “The work speaks to an audience who are realizing that money is not for leaving in an account somewhere and hoping for the best. They’re listening to the podcasts. They’re exploring different ways to invest. They’re following FinToks. They want to engage with money, break some old behaviors and learn some new stuff.”
Sebastian Paulin, Head of Growth, ubank said: “From the beginning, we focused on leveraging customer insights to give whiteGREY a solid foundation to build out our new brand platform. We’re really excited about how well the work is already connecting with our audience.”
The two-phase campaign kicked off in June with the initial programmatic going live alongside selected ATL channels, prior to the major brand launch on July 17 which carries the new brand messaging, look, feel and sound across the biggest ATL investment from ubank in over three years.
The campaign is running July through October, with a second phase planned in early 2023.