Targeting younger audiences.
P&N Bank has reframed its successful, long-running ‘The Power of &’ brand platform, in a new campaign developed by 303 MullenLowe Perth that targets a younger generation of customers.
Focussed on a central character that displays very human contrasts and a kaleidoscope of personalities, the campaign aims to reinforce the bank’s customer-centric approach and ability to understand people – with all their varying preferences. It is now live across TV, OOH, radio and social and will run until May 2023.
303 MullenLowe head of strategy John Linton said: “At its core, the strategy is about acknowledging, reflecting and respecting the incredible range of blended personalities and preferences within the target audience to ensure a new generation of customers understand P&N’s difference."
P&N Bank General Manager Angela Newland said: “P&N understands that people can be complex. We can want and need two different things, and sometimes at the same time. So we’ve designed banking solutions that let you do more than one thing - and this new campaign truly reflects that approach. It shows we’re listening, offering choice and understand it’s not this or that, it’s about this and that. We’re thrilled with the result.”
303 MullenLowe executive creative director Richard Berney said: “This idea is all about people ‘turning on a dime’ so casting was vital in bringing the creative to life. Having the right person who could use the creative and portray very human contrasts in a relatable way, we were able to dramatize P&N Bank’s benefit of always offering an option – always offering an ‘&’.”
Credits
Client: P&N Bank
General Manager: Angela Newland
Manager Marketing Operations: Priscilla Pedersen
Brand & Campaign Manager: Eilish Croskery
Creative Agency: 303 MullenLowe
Executive Creative Director: Richard Berney
Senior Art Director: Bianca Galan-Dwyer
Designers: Alby Furfaro, Madeleine De Pierres
Head of Strategy: John Linton
Senior Business Director: Holly Creasey
Agency Producer: Jonathan Julius
Production Company: Open Spaces
Director: Edwin McGill
Producer: Beatrice Masia
DOP: Adam Howden
Sound: Nick Gallagher, Cue Sound
Photographer: Luke Carter Wilton
Media: Initiative
Head of Client Service: Steve Hare
Communications Design Manager: Lauren Corner
