Subpar gaming skills while championing its experience in helping Australians save smarter.
ubank, Australia's first digital bank, has unveiled a new integrated campaign; ‘Great Savers, Bad Gamers’.
In a world where authenticity reigns supreme, ubank takes a refreshingly candid approach, playfully showcasing its subpar gaming skills while championing its experience in helping Australians save smarter.
Sebastian Paulin, head of growth at ubank, said the 'Great Savers, Bad Gamers' campaign embodies what ubank is.
"We’re unapologetically authentic, refreshingly individual, and laser-focused on helping Australians get ahead with their money," he said.
The campaign deploys a suite of social and in-game creative assets, where ubank owns its ‘noob’ status presented with a knowing nod to gaming culture.
Picture ubank venturing into virtual battlegrounds, using an Xbox controller upside-down, complete with outdated references and a language barrier that could rival the Tower of Babel.
Ubank's Great Savers, Bad Gamers campaign isn't confined to the digital realm – the 360-degree campaign comes to market via a myriad of platforms:
• In-Game Engagement: ubank seamlessly integrates its gaming presence through reward video, in-game billboards, and a playable mini-game with a focus on mobile gaming.
• Screen Penetration: ubank’s 30”, 2x15”, and 4x6” videos infiltrate Twitch, YouTube, and Meta, extending the reach of the message in hyper-targeted contextual environments.
• Eventing: the campaign culminates in ubank presenting a physical event activation at upcoming PAX, bringing the Great Savers, Bad Gamers concept to life.
• Multi-Platform Paid and Organic Social: ubank's strategy spans Reddit, Meta, and TikTok, with madefor-platform cut downs, lo-fi BTS, captivating visuals, carousels, and TikTok creators that extend the original campaign creative into the world of social.
• Personalised Retargeting: ubank closes the loop on the consumer experience with retargeting via The Trade Desk across publications, driving to custom experimentation-driven landing pages with a unique offer code.
Katie Chandler, growth director at Everyday Banking, said to effectively activate across so many placements and formats, the team employed a digital-first approach to shooting.
"Capturing 9:16 & 16:9 simultaneously, planning for a multitude of fit-for-platform assets built off the back of the core campaign," she said.
Ubank’s creative director, Callam Hanks, said authenticity matters and dozens of brands show up in the space spouting the same overdone cliches of gaming marketing.
"We wanted to completely own that a bank is about as uncool as it gets to most gamers, but with the energy and enthusiasm of someone's grandad using VR for the first time," said Hanks.
Credits:
Production
In-game media agency: Rifle
Production and post-production: GlassFull
Producer: Dani Martin
Director/DP: Jake Ward
Colourist: Alina Berminhgam
Voiceover artist: Robbie McGregor, via RMK
Sound mix: Mighty Sound
Activation agency: Maverick
Ubank
Head of Growth: Sebastian Paulin
Creative Director: Callam Hanks
Growth Director, Everyday Banking: Katie Chandler
Growth Director, Brand: Nic Lloyd
