The campaign includes TVCs, an eight-week sponsorship of Nine Network’s The Today Show, owned media and digital advertising.
MyState Bank has launched a new brand campaign created by The Royals.
Filmed over two days at the height of COVID-19 restrictions, virtual casting sessions, talent from the same family and a strict enforcement of a two-metre distancing rule on set were among the tactics used to produce the series of TV spots about simplifying life.
The Unbalanced World campaign aims to help broaden MyState Bank’s reach throughout Australia and showcase its unique empathetic approach to banking.
It includes TVCs, an eight-week sponsorship of Nine Network’s The Today Show, owned media and digital advertising, and reinforces the bank’s tagline – ‘The human way to bank’.
“Our message with this campaign is about simplifying life, so we wanted to reflect that with relatable scenarios that touch on the ‘new norm’ but can just as easily exist in a post-COVID world," The Royals deputy ECD Sebastian Vizor says.
"While we dealt with a few unusual hurdles in the production process, everybody came together to deliver the campaign without a hitch. We’re proud of the end result, creating two campaigns that reinforce the brand platform – The Human Way to Bank.”
The TV spots focus on scenarios centered around today’s world in which the financial balance between living and saving is uneven, highlighting the key benefit of MyState: better balance.
That’s because staffed by friendly humans and with an Australian call centre, MyState helps its customers avoid that off-balance feeling when you spend too much and things are tight, or you save too much and can’t do the things you want now.
The second phase of the campaign launches with a series of TVCs, billboards and digital videos highlighting the human benefit of MyState’s holistic AI-driven, personalised banking technology, which can help customers manage their spending more effectively, save more easily and reduce debt, helping them get to their financial goals sooner.
“As we entered the COVID-19 crisis, it was really important we stayed true to our values and remained empathetic to the daily challenges facing our customers," MyState Bank head of advertising and digital acquisition Barry Bohler says.
"We’re here to help our customers find their financial balance. The campaign, created by The Royals under exceptional circumstances, demonstrates our commitment to continual digital banking innovation that puts the control back in our customers’ hands.”
Client: MyState Bank
Creative Agency: The Royals
Production Company: Flint