P&N Bank launches new brand platform with the ‘Ballad of a Big Bank Boss’ via Chapter Perth

The new P&N Bank brand platform has launched with a new spot, titled ‘The Ballad of a Big Bank Boss’, created by Chapter Perth and directed by Good Oil’s David Robinson Smith, with Dilate, Panda Candy and Fable.

Banking with heart, via Chapter, positions P&N bank around something increasingly rare within the banking industry: a bank putting the heart back into banking.

This is the first major work from the partnership between P&N Bank and Chapter and is the result of primary and secondary research, consultation with key-stakeholders across the business, and immersion in P&N’s front-line environments.

Speaking to hard-working Australians, the platform brings together the safety and security people expect from a bank, combined with a more human experience.

It gently highlights the gaps in modern banking — a system built around shareholders, automation and self-service — as opposed to one built around people and what’s genuinely in the best interests of customers.

At the heart of the new strategy is a simple tension:
Banking has never been more convenient.
But money has never felt more stressful.

And for most fair-minded, hard-working Australians facing increasing financial pressure, a little human reassurance can make all the difference.

Hannah Muirhead, Founding Strategy Partner at Chapter:
“The customer-owned banking model is so good for customers, but so badly misunderstood. We needed to shift our advertising from explaining customer ownership to demonstrating the feeling of the genuinely different human customer experience on offer at P&N… it wasn’t hard to find the stories and proof that show how P&N is putting the heart back into banking.”

Says Hannah Muirhead, Founding Strategy Partner at Chapter: “The customer-owned banking model is so good for customers, but so badly misunderstood. We needed to shift our advertising from explaining customer ownership to demonstrating the feeling of the genuinely different human customer experience on offer at P&N… it wasn’t hard to find the stories and proof that show how P&N is putting the heart back into banking.”

Says Rebecca Green, Head of Marketing at P&N Bank: “While banking continues to evolve, we know genuine care, empathy and human service remain just as important as ever. This platform brings that commitment to life and reflects the experience that has helped P&N earn Roy Morgan’s Bank of the Year for Customer Satisfaction for three consecutive years.”

The platform launches with The Ballad of a Big Bank Boss, a new video campaign that brings the tension at the heart of the strategy to life through an unlikely voice: a big bank boss lamenting the loss of his relationship with his former customers.

Through his ballad, he recognises the increasingly distant relationship between his big bank and customers, while amplifying the emotion of banking that still feels personal.

Films are supported by outdoor and a broader campaign designed to establish Banking with heart as an enduring platform for P&N, rather than a one-off campaign.

Says Kayleigh Holman, Brand Lead at P&N Bank: “Banking with heart captures what has always made P&N different. This platform allows us to tell that story in a more human and emotionally resonant way, celebrating the care, empathy and personal service our people provide every day.”

Says Dean Hunt, Founding Creative Partner at Chapter: “Customer-owned banking has always had communities at their centre. And now this platform gets to the heart what’s in it for P&N customers too – a much better customer experience. Few banks could live up to this platform, but P&N certainly could. Roy Morgan, Bank of the Year for Customer Satisfaction 3-years in a row, anyone?

“Further testament to the adaptability of this new platform is the launch TV campaign. The Ballad of a Big Bank Boss was written to challenge category norms, but with empathy, and a little heart. We’re very proud of this work, but mostly of the way it’s been created. No wastage. One team pulling in the same direction throughout the clarify, create and craft stages. P&N team. Chapter folks. Sean Larkin. Nativ Design, Panda Candy, Fable, ARC and of course, Good Oil who threw their all at this. DRS, Chana, George, Sam and many more. Heartfelt thanks to all involved.”

Media was planned and bought by Dilate Digital, with the campaign launching in early October across TV, including free-to-air, subscription and digital broadcast, as well as outdoor, transit, audio, digital and social. The platform will also roll out across P&N’s owned channels, including online and in-branch.

Client: P&N Bank
Head of Marketing, Rebecca Green
Brand Lead: Kayleigh Holman
Creative Design Lead: Sheridan Nay Graphic
Digital Designer: Callum Roach
Agency: Chapter
Founding Strategy Partner: Hannah Muirhead
Founding Creative Partner: Dean Hunt
Head of Production & Dream Making, Caitlin Jacobs
Commercial Director: Kelly-Anne Davis
Project Manager: Bethany Sawyer
Creative Consultant: Sean Larkin
Design Consultant: Nativ Design
Production Company: Good Oil
Director: David Robinson Smith
Producer / Head of Production: Chana McLallen
Executive Producer: Juliet Bishop, Sam Long
Managing Director: George McKenzie
D.O.P: Sam Chiplin
Production Design: Leah Popple
Casting: Stevie at McGregors
Post Production: ARC Edit
Editor: Pheobe Taylor
Colourist: Fergus Rotherham
Media: Dilate Digital
Amanda Reid: Head of Partnerships
Brownyn Kaye: Media Strategist

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