28 September 2015
Industry super fund-owned bank ME kicked off a new national advertising campaign this week, showcasing the Bank’s new brand identity to the masses for the first time. The integrated campaign includes TV, radio, outdoor, online and social media.
The campaign is designed to lift awareness of ME’s new brand identity revealed earlier this year and includes four 30-second television ads: one to introduce the brand and three to promote the Bank’s product propositions.
These include ME’s low rate credit card called ‘frank’; a new debit card called ‘buck’, which knocks out all ATM fees; and ME’s home loan rates.
The TV ads play off the Bank’s new name, replacing the words and beats of well-known songs such as ‘Hallelujah’, and ‘You’re The One I Want’ with renditions of ‘me, me, me’, pronounced like the pronoun ‘me’.
ME Brand and Digital Director, Ingrid Purcell, said the campaign is the culmination of many months of foundational work including recalibrating the Bank’s brand position and values, refreshing its visual identity, and building new products and services that underpin how ME is a different kind of bank – one that helps Australians get ahead.
“In a cluttered advertising market, ME can’t risk being bland or safe and the TV ads take a creative approach to provide cut through and awareness,” said Purcell.
The campaign’s first two TV ads were unveiled this week, with others premiering in the months ahead.
TV Ad: Hallelujah! ME is a bank built just for you.
St Joan of Arc Primary School choir, based in Brighton, assisted with the soundtrack of ‘Hallelujah’.
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