Great Southern Bank has launched a brand campaign coinciding with its name change from Credit Union Australia'
This journey began in 2020 when Australia’s largest customer-owned bank, engaged strategic consultants Growth Mantra to help identify the brand’s purpose, positioning and ticket to play with a younger demographic.
A driving insight was that the term "credit union" held little relevance among the target audience, with 70% of 18-29 year olds having no idea what a credit union did.
“It became clear that to remain relevant and to grow, we needed to rebrand as a bank,” says Great Southern Bank chief customer officer Megan Keleher.
“We also needed powerful positioning in the market, a territory that was ownable, scalable, credible and relevant for our current and potential customers,”
Using extensive research and data analytics, Growth Mantra CEO Simon Corah and his team helped develop a new brand purpose, strategy and execution: including a new brand name, identity and product and service line up.
“Great Southern Bank and the brand purpose to ‘Help all Australians own their own home’ is the result,” says Corah.
“This work was a rare opportunity to develop a holistic brand strategy for the organisation.”
Following a competitive pitch, creative agency Richards Rose was tasked with developing the brand’s creative strategy based on the new name, identity and positioning created in partnership with Growth Mantra.
Carat was brought on board to develop the media strategy, with marketing communications agency Keep Left driving the campaign’s public relations and social components.
The campaign, Happily Clever After, consists of TV, OOH, digital, PR and social and aims to shine a light on new ways Great Southern Bank can help Australians on their home ownership journey.
“We know people haven’t given up on the great Australian dream and Great Southern Bank wants to empower customers to succeed against what can sometimes seem like insurmountable odds. Our Happily Clever After campaign will showcase clever ways to make these dreams a reality,” says Keleher.
Adam Rose, executive creative director at Richards Rose, believes Great Southern Bank’s new products and home ownership strategies will help people take that first exciting step.
“We know buying your first home can seem tougher than ever, that’s why it’s so important to get clever. Reassuringly Great Southern Bank can provide the means for its customers to do just that," says Rose.
"Happily Clever After is the Great Australian Dream told as a modern day fairy tale. It’s an empowering and enduring idea that shows owning a home is still possible, you just need a plan.”
Danni Wright, national head of strategy & connections planning at Carat Australia: “We have worked with CUA for over seven years, and to be part of this brand transformation to Great Southern Bank has been incredible. At Carat we foster a collaborative and integrated way of working and our Designing for People positioning ensures we are launching the purpose led message with impact across Screens, OOH and Digital environments.”
Client: Great Southern Bank
CEO: Paul Lewis
Chief Customer Officer: Megan Keleher
Head of Marketing: Deborah Woodford
Senior Marketing Manager: Karen Gibson
Senior Art Director: Natalie Ambrosini
Graphic Designer: Mitch Gee
Studio Manager: Helen Leech
Creative Agency: Richards Rose
Executive Creative Director: Adam Rose
CEO: Digby Richards
Creatives: Justin Lim, Mark Sharman
Head of Production: Tanya Hairman
Production Assistant: Taylor Gooley
Head of Strategy: Jody Elston
Group Account Director: Kristen Sandberg
Senior Content Manager: Bonnie Ross
Studio Manager / Finished Artist: Alistair Donald
Production Company: Film Graphics
Director: Jesse James McElroy
Executive Producer: Anna Fawcett
DoP: Aaron McLisky
Post House: White Chocolate
Music Composition and Sound Post: Squeak-E-Clean
Photographer: Jeremy Shaw
Retouching: Mark Sterne
Casting: Toni Higginbotham
Managing Director Carat Brisbane: Chris Ernst
National Head of Strategy & Connections Planning: Danni Wright
Client Director: Lauren Sayer
Media Investment Manager: Mark Pearson
Client Executive: Kirsten Bucceri
Digital Director: Joshua Iselin
Strategy Directors: Cameron Law & Nicola Watkins
Strategy Partners: Growth Mantra
Public Relations, Content and Experiential: Keep Left
Asset Rebrand Roll Out: Media Merchants
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