Newcastle Permanent

CreativeMedia

12 Feb

Here for Good. And that's Not Bad.

After the royal commission into the big 4, there was momentum building for people who wanted a more accessible, honest and trustworthy big-bank-alternative.

Capitalising on this cultural insight and harnessing our Newcsastle Permanent brand truth of being customer owned (and genuinely customer-led), our strategy was to connect with our audience as the people's champion. A bank that doesn't close its branches. A bank that doesn't invest in evil. A bank that gives back to the community where and when it really matters. We set out to share the refreshingly good services as only a real and humble local bank could.

To connect with real Australians, the campaign calls out all things “Not Bad” at the heart of why locals love Newcastle Perm and the region it services. The “Not Bad” organising idea provides a distinctive lens to promote the range amazing services, offers and awards – 1.99% fixed rate? Not Bad. Canstar customer service award, again? Not Bad. Awarded for Forbed best bank in the world? Not Bad.

The platform also allows us to create hyper-local media placements to tailor our nuanced service messaging to specific parts of the region, showing our deep understanding of the community in ways no other bank could.