Heritage Bank customers say ‘Bank you very much!’ in NSW campaign via Cummins&Partners

Recently, Australians have had very little reason to be grateful to their banks. Thankfully, Heritage Bank is different, with a customer-owned model that puts profits back into its products and services.

It’s this insight that has led the launch campaign for Australia’s largest customer-owned bank into NSW, starting with two new branches in Castle Hill and Parramatta. Building on the QLD-based bank’s philosophy of People First, the campaign, developed by Cummins&Partners Sydney, features everyday Australians who are so thankful for Heritage’s products and services that they’re inspired to say, “Bank you very much!”

Says Amanda Temperly, head of customer marketing and digital, Heritage Bank: “Being 100% customer owned means we don’t have shareholders and we don’t pay dividends, which means we can focus on putting our profits back into better rates, lower fees, and the local community. We’re thrilled to be expanding our People First philosophy into NSW, including the outstanding customer service we’ve come to be known for since 1875.”

The NSW launch is the first work for the brand by Cummins&Partners, who won the business earlier this year.

Says Sean Cummins, CCO, Cummins&Partners: “The banking industry has become a bit self loathing…and maybe with good reason. But the Heritage model is built for its customers. And their customers genuinely regard the bank as key to their success and wealth creation. And nobody succeeds without being truly grateful. This little pun does it very nicely. Positivity sells.”

The campaign will roll out until 30th June, with a highly targeted media buy across large format outdoor, catch-up TV, digital, programmatic radio and social. Heritage Bank’s Castle Towers branch opens 31st October, with customer launch activity on 2nd November.

Client: Heritage Bank
Chief Product & Marketing Officer: Jane Calder
Head of Customer Marketing & Digital: Amanda Temperly
Marketing Manager—Campaigns: Megan Tummon
Digital Marketing Manager: Ryan Lock

Agency: Cummins&Partners
Art Director: Jenny Tang
Copywriter: Chris Ching
Designers: Alice Zhang, Alice Tran
Integration Manager: Megan Gibson
Broadcast Producer: Afrim Memed
Executive Producer: Karley Cameron
Chief Creative Officer: Sean Cummins
Managing Director: Kirsty Muddle
CEO: Chris Jeffares

Media: Reprise

Production Company: AIRBAG
Director: Patrik Bergh
DOP: Simon Ozolins
Editor: Mark Bennett
Producer: Megan Ayers
Executive Producer: Alex Tizzard
Managing Partner: Adrian Bosich
Stills: Tim Jones Photography
Photographer: Tim Jones