IMB Building Society launches new ‘I’m with IMB’ integrated brand campaign via 303Lowe, Sydney
IMB Building Society has drawn on its consistently high member satisfaction and highly competitive rates and benefits as inspiration for a new integrated brand campaign via 303Lowe Sydney, inviting people who care about service from their bank to consider an alternative option.
Sporting the new tagline “I’m with IMB” the campaign introduces a fresh look and feel for the longest standing building society in NSW.
Says Robert Ryan, CEO, IMB: “As IMB heads toward its 135th anniversary in 2015, we have been looking for ways to celebrate the high level of satisfaction among our more than 180,000 members for our service, our competitive products and the consistency of our offering.
“This campaign communicates the importance we place on putting the “i” in IMB and we believe it will allow us to reach broader audiences as we continue to expand into new areas. Its integration across our marketing and in-branch communications will form a solid foundation for new growth so we can attract a fresh generation of members.”
The campaign is the first piece of work led by 303Lowe, which was appointed to the IMB’s creative and media accounts in August, following a competitive pitch. 303Lowe worked with animation company Yum Yum London to create the campaign, which kicks off with 60-second and 30-second animated TV commercials.
Says Richard Morgan, ECD of 303Lowe: “IMB believes in treating customers as individuals – and we wanted to bring this positioning to life in a fresh way. The organisation has enjoyed very high member satisfaction ratings for several years and its products are competitively priced offering a real alternative to the four major banks. We wanted the creative to reflect these strengths.
“This campaign introduces us to a world in many ways much like ours, but featuring characters who are uniquely shaped like the letter ‘i’. It’s all about how IMB gets behind its customers, and supports their goals and dreams.”
The campaign, which launched on Sunday 12 October, will run across TV, cinema, digital, outdoor, online, radio, in-store and POS in NSW and ACT.
IMB was founded in 1880 and is the longest standing Building Society in NSW. IMB has a member base of over 180,000 and has an expanding branch network throughout Sydney, Illawarra, NSW South Coast, ACT and Melbourne.
Client: IMB Building Society
Agency: 303Lowe
Executive Creative Director: Richard Morgan – ECD
Copywriter: Mike Guegan/John Gault
Art Director: Alaster Spiers
Producer: Sean Ascroft
Chief Executive Officer: Nick Cleaver
Chief Strategic Officer: Jon Mckie
Managing Partner: Matt Clarke
Strategy Planner: Dan Clark
Production Company: Yum Yum London
Music: Nylon
Media Planning: 303Lowe
Media Buying: 303Lowe
Public Relations: Verve Communications
IMB Senior Manager – Marketing, Products & Alliances: Alina Azar
15 Comments
Twee, over length and seriously uninspiring. They are a small player in the banking world and this will do little to change that.
A little bit naff. And I think there’s too much going on in the script to understand the benefits.
Love it.
I don’t mind this. It’s good work for a small regional player and will stand out among the tractor adverts.
That scene in One Flew Over the Cuckoo’s Nest, the one where McMurphy comes back in the middle of the night and the big Indian guy sees those scars on his head and smothers him. That’s 303Lowe Sydney right now.
I’m with IMB, what does that actually say about them? There’s been loads of ‘ I’m with’s’ over the years, this is one of the worst…there’s no clear benefit, the script is confusing and the animation is average at best…..Lloyds Bank in the UK pioneered this look years ago and this isn’t a patch on that. All in all , a pretty poor effort.
That is just a waste of money. So drawn out and dull I couldn’t even be bothered getting to the end. Missed opportunity.
Rubbish.
I like this, it’s a charming spot with cute characters and great music. The 60 did go on for a little too long though.
@Sokay the IMB work doesn’t just have to stand out amongst the tractor advertisements it also has to stand out amongst the advertisements for all of the other financial institutions on local TV. If you think the people of Wollongong are happy to be bored by this amateur crap you should get out more. This is worse than a school project – no strategy, no idea, just a cartoon with little credibility.
fucking rubbish
Why so many haters? It’s actually quite nicely written and directed. Get back to that edm you muppets.
I don’t hate it……worse….i’m indifferent to it. It does nothing to engage me, yes it’s cute, but it’s not telling me anything i want to know, it’s about them,not about me. It’s too long and at the end i feel that let down that it didn’t go anywhere, so while i don’t hate it, i don’t like it either. In our business, indifference is far worse than hate, because it means a lot of money has been wasted, by a client who probably deserved better.
Scripts like this.
Are weak as piss.
As any ‘writer would agree.
Not only does it offend the ears,
It makes the Ad sound twee.
If I hear another rhyming script like this, I swear my ears will bleed.
Can you please use iambic pentameter, the next time you’re in need?
Really nice piece of animation – good on ya 303