Great Southern Bank launches new ‘Happily Clever After’ brand campaign

Great Southern Bank has launched a new brand campaign titled ‘Happily Clever After’. The campaign, produced by Filmgraphics, coincides with Great Southern Bank’s name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home.

 

The campaign, via Richards Rose, 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.

This journey began back 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 even did.

Says Megan Keleher, chief customer officer, Great Southern Bank: “It became clear that to remain relevant and to grow, we needed to rebrand as a bank. 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 chief executive officer 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.

Says Corah: “Great Southern Bank and the brand purpose to ‘Help all Australians own their own home’ is the result. This work was a rare opportunity to develop a holistic brand strategy for the organisation.”

Says Keleher: “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.

“It was important to have the right strategic and creative skills on board with us at each stage of this journey. We wanted to highlight our 75 year history yet make the brand relevant, and the work of all our partners has bought this to life in a way that has us all very excited.”

Production Company: Filmgraphics
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

Sound Design: James Martell
Composer: Jesse Watt
Executive Creative Producer – Karla Henwood

Public Relations, Content and Experiential: Keep Left