Illawarra Credit Union launches new brand identity and TVC campaign via Toybox NZ
CB Exclusive – Illawarra Credit Union is set to launch a new brand identity and television campaign today – produced by Toybox NZ – confirming its commitment to its core purpose: serving its members.
With a new logo, new visual identity and a new tagline, Illawarra Credit Union has undergone a transformation, after over 40 years as an iconic Illawarra organisation.
The new brand identity campaign will centre around an animated TVC series, which introduces viewers into the world of an Illawarra Credit Union member. It uses visuals of iconic landmarks throughout the Illawarra region to localise the TVC.
The campaign kicks off today with the first 30 sec animated TV commercial in the series.
Says Nanette Miles, executive producer at Toybox NZ, who partnered with Illawarra Credit Union’s marketing team to create the TVC: “The launch of the new brand identity and the new brand proposition needed to be communicated visually through the TVC production and the animated world that was developed. The creative is all about how Illawarra Credit Union exists solely for their members, services their members and supports them, throughout every stage of their life.
“Illawarra Credit Union has strong member advocacy and their member value approach embodies this. With leading products that are competitively priced, they offer an alternative to the four major banks. The creative needed to reflect these values and unique selling propositions.”
With the tagline “Your money, your way”, the new brand identity introduces a unique brand proposition and a fresh look and feel for the long standing Credit Union, in the Illawarra. The new brand identity reaches those people who want a unique and personalised experience and desire an alternative to their bank.
Says Bob Kotic, CEO, Illawarra Credit Union: “Illawarra Credit Union has served its members for over 40 years and developed a position in the Illawarra region as a competitive financial institution.
“The reinvigoration of our brand identity communicates our brand ethos; that our members are at the heart of everything we do and every decision we make. The campaign allows us to reach a breadth of audience as we expand into new channels and as we seek to attract a new generation of members. It’s an exciting time for our members, as we continue to improve, stay fresh and expand our product and service offering, as an alternative to the banks.”
The public can also expect a suite of improved services and benefits by Illawarra Credit Union. The Android moneytree app will be launched, following the successful launch of the iPhone moneytree app in 2014. The brand new Member Centre on the ground floor of the Wollongong Head Office building has officially opened, offering members and the public a unique and personalised banking experience. Works are currently in progress to develop a new innovative, user friendly website with features such as live chat, best in class application process and device responsive design.
The new brand identity campaign will run across TV, digital, radio, online, in-store and POS throughout the Illawarra region.
Client: Illawarra Credit Union
Chief Executive Officer: Bob Kotic
Production Company: Toybox NZ
Media Planning: Waples Marketing Group
Media Buying: Waples Marketing Group