Australia’s first smartbank, 86 400 has launched a new brand campaign with the help of creative agency Bashful, supported by media agency Kaimera and PR agency Sling & Stone.
The campaign, ‘It’s just smart banking’, features a major national OOH and digital buy and is the first comprehensive above the line brand work by a new digital bank.
Running in Sydney, Melbourne and Brisbane, the campaign extends across Out Of Home (OOH) media including buses, trams, train stations, street furniture and office towers. The campaign creative devised by Bashful includes 89 variations to work across the range of media and incorporates seven different benefit-led messages with 11 colour variations. Physical ad placements are complemented by a nationwide premium digital advertising campaign and enhanced performance marketing.
86 400 was launched in response to an increasing customer problem that people’s finances have become too complex and they don’t feel on top of their money. Banking has undergone an enormous shift from the branch to the mobile device, with every new iteration of banking an imperfect improvement on the last. 86 400 surveyed the landscape and asked “what would a bank completely unburdened by the past look like? How could it offer a new approach to banking that would help people feel in control of their finances?
The answer was to change the status quo of banking and offer Australians a smarter alternative to how they bank. ‘It’s Just Smart Banking’ is a celebration of 86 400’s mobile-only approach, as well as its commitment to using industry-leading smarts to provide customers with products and services unburdened by banking legacy.
86 400’s smart technology keeps customers ahead when it comes to spending, saving, and bill payments, providing personalised nudges to help them avoid late fees or unnecessary charges. Customers can connect and view their existing bank accounts (from 150 institutions) – plus credit cards and home loans – all within the 86 400 app and pay any way they like with Any Pay (Apple Pay, Google Pay and Samsung Pay, as well as Fitbit Pay and Garmin Pay).
Says Travis Tyler, chief product and marketing officer, 86 400: “It’s just smart banking perfectly encapsulates our mission. We’re providing a genuine alternative to the Big Four by providing smart, intuitive experiences that will help our customers feel on top of their finances without any of the complications of traditional banking. Celebrating our uniqueness by emphasising that we are Australia’s first smartbank provides us with a powerful platform for customer acquisition and ongoing growth.”
Says Emma Smith, marketing lead, 86 400: “We’re thrilled to launch our new brand platform that we believe capitalises on our first mover advantage. From day one, the team at Bashful has understood exactly what we are trying to achieve and acted as true partners. We are expecting big things from the campaign in driving not only our brand awareness but lots of new customers.”
Says Guy Marshall, strategy director and partner, Bashful: “It’s not every day you get to play a role in driving the strategic and creative direction of a new bank. 86 400 is a dream client with an industry-leading product and a super smart team. We believe the brand and fantastic product are really going to resonate with people ready for a change.”
Says Tim Chenery, creative director, Bashful: “86 400 has a big story to tell in a world where people are not immediately interested in or trusting of banks. We wanted to make sure we used every available opportunity to give people reasons why they should open a new account with a bank they’ve never heard of. The work is focused on being succinct, direct and clear, while making sure the brand feels both distinctive and contemporary.”
Chief Product and Marketing Officer – Travis Tyler
Marketing Lead – Emma Smith
Customer Acquisition Lead – Chris Garner
Design Lead – Jessa Jakovljevic
Marketing Coordinator – Melanie Gong
CEO & Founder – Simon Bookalil
Strategy Director & Partner – Guy Marshall
Creative Director – Tim Chenery
Senior Copywriter – Dan Barrett
Senior Designer – Simon Macias
Account Director – Nicole De Pear
CEO/Founder – Nick Behr
Chief Digital Officer/Founder – Trent McMillan
Account Executive – Olivia Scott
Sling & Stone
Head of Client Services – Bradley Tubb
Senior Account Manager – Sophie Hanson
Senior Account Executive – Nate Serravite
Account Coordinator – Tesree Appanna