Featuring AI imagery.
Customer Owned Banking Association (COBA) is calling on Australians to rethink their relationship with their bank in “Is it time for a better fit?"
The campaign was created by Mkt. Communications and Cinevision.
It features AI-generated imagery.
“It’s a common story: your parents opened your first account, and many simply stayed with that bank,” said COBA chief operating officer Stephanie Elliott.
“But as we grow, so do our values and priorities. We encourage Australians to ask themselves if their bank truly reflects who they are and what they care about today.”
More than half of Australians sticking with the bank their parents chose, according to COBA.
53% are with their current bank due to parental influence and 61% have never switched, according to the survey conducted by Pureprofile.
“We want Australians to be more proactive in choosing who they bank with, than just staying with the bank your parents chose,” Elliott said.
“It's about finding a financial institution that genuinely fits your life, your values, and your future.”
Mkt. Communications client services and strategy director, Erin Roy, said that COBA represents the most trusted banking sector in all of Australia.
"So why hasn’t everyone made the switch – what’s the story at play here?
“Based on the research insights, Mkt. worked with our creative partners to land on the territory of arrested development and how absurd it would be if the Mil-Zs of Australia rested their laurels on all the things their parents chose for them as kids.
“The visual concept, while tongue-in-cheek, inspires an urgency around making conscious banking choices that align with who we are today.
"COBA’s members respond with what they’ve always stood for: a Better Fit for values, communities and prosperous futures.”
