ME Bank helps Australians relieve their bank-xiety

26 March 2019
 

7 2
The campaign by ME Bank includes a 15-minute meditation video.

ME Bank is tapping into people's concerns around the big four with its Bank-xiety campaign.

Bank-xiety is described as the feeling of worry, nervousness or uneasiness caused by distrust toward your bank.

The campaign is based on findings that show 94% of Australians think that banks don’t act in people best interest, but only 14% of people act on their bank-xiety.

As part of the campaign, influencers were sent a bank-xiety pack, including a burner phone – with which they could reach a bank-xiety hotline that played calming music – as well as bank-xiety “pills” (M&Ms), and a bank-xiety stress ball.

ME chief experience officer Ingrid Purcell says it wanted to start the conversation around bank-xiety.

“It’s not a new phenomenon – Australians have always felt ambivalent towards their banks – but it is a newly established term that defines the feeling,” Purcell says.

There is also an ME meditation ad that asks users to “stop scrolling and take a deep breath with ME” on social media.

The campaign rolls out across print, online and out of home. It also has its own microsite and Urban Dictionary definition.

Credits:
Creative and production - ME
Chief Executive Officer: Jamie McPhee
Chief Experience Officer: Ingrid Purcell
Head of Brand: Leanne Boyd
Creative Lead: Stephen Thompson
Senior Brand Creative: Mark Peters
Senior Copywriter: Ed Pitts
Production: Harlan Alston
Account Manager: Kathryn Bredin
Public Relations: Head of PR, Matthew Read and Consumer PR Manager, Georgia Dossetor
Media Agency: Initiative
Videography: Keep Left

Latest Campaigns

comments powered by Disqus