Xinja banks on Two Mad Cowboys as creative lead; launches ‘Can*t Free Banking’ teaser
Two Mad Cowboys (TMC) has been appointed as agency lead for Xinja Bank’s launch after a competitive pitch for services, lead by its “Can*t Free Banking” teaser campaign.
TMC, founded by creative partners Matt Sterne and Jarrad Collings, is excited to partner with a forward-thinking new player in the banking sector. Xinja Bank is an independent, 100% digital neobank for Australians, designed for mobile. Revolutionising the banking experience, Xinja Bank is the antidote to the ‘all-talk’ rhetoric of traditional banks, genuinely putting customers first and helping them to get the most from their money.
Says Camilla Cooke, chief marketing officer, Xinja Bank: “When Two Mad Cowboys first presented their vision for Xinja Bank’s launch to us, our team immediately liked the cut of their jib. They clearly understood our brand and the challenges we face in gaining a foothold in an established market, along with the needs and frustrations of the consumer in the fallout from the banking royal commission.
“We also share similar values as challenger teams who aren’t afraid to reject the status quo if we think there’s a better way to do something. We both take a brave approach to problem-solving and are a little irreverent in nature, which makes us a great match.”
TMC’s winning pitch to launch Xinja Bank into the market centres around the idea of ‘can’t-free banking’, which puts a humorous and cheeky spin on all the annoying ‘can’ts’ customers hear from traditional banks, from bureaucratic red tape to onerous Ts & Cs.
In a teaser, pre-signup campaign, this was brought to life across social media formats, including Instagram stories, looping gifs, instream videos and sponsored posts, as well as a roaming billboard which was parked out the front of high profile branches of the big four banks and featured an audacious message, boldly announcing the arrival of a new bank in town.
TMC and Xinja Bank are looking forward to unveiling the major brand launch coming soon, designed to amplify Xinja Bank’s differentiated offering for savvy consumers who want to take control and manage their money more effectively.
25 Comments
Saw this campaign on social, ballsy to say the least! Glad people are still pushing the boundaries with a confident client.
Focusing on the negative when everyone hates banks is just amateur. What a waste of a positioning opportunity.
@Fail
Your name says it all.
Wrong.
Fantastic work!
Great branding.
Only in Australia.
Who are these Mad Cowboys?
Someone hasn’t heard of a challenger brand before… Fail.
Nice one can’ts.
I like it
Marketing textbook bullshit.
This is one of the few genuinely engaging campaigns for a bank in existence. And ballsy.
Danny Lim should be on the credit list. Ballsy, but the concept has been lifted from elsewhere.
This has been tried many times before and it doesn’t work.People quite like big banks when I comes to their own finances.
Combank or Xinja?
I know who would trust with my hard earned.
A bad pun using a rude word is neither challenging nor original. Its not a positioning; there’s no platform to move forward with. Its not ballsy or really brave. It’s a tactical bad dad joke.
Wow, so edgy.
So a crazy guy holding a sandwich board should be credited with this campaign. Cool story bro. This is hilarious.
If you think Danny Lim is a “Crazy guy” you’re an absolute bell-end.
@Fail I think this is a teaser campaign and from memory there are been a ton of communications around the misspelling, rhyming or abstract use of a word in order to draw attention and parody. Welcome to advertising, please follow me.
I dig it. Nice work, J-dawg x
@Fail
It’s a campaign to get people’s attention, not a positioning. Learn the difference.
I love reading comments like “Wow, so edgy” “Ballsy to say the least!” because they are the verbal equivalent of polishing a turd. If this campaign idea had been presented by an AWARD student, you’d acknowledge it and ask them to try again and try harder. You’d explain the adolescent whiff of the pun, the fact that hating banks is so yesterday, and if Xinja is better (as they say) than the Big 4, then please tell us how.
It’s always easier to sledge than live on the edge.
Well done can’ts! Looking forward to seeing the rest
Cool strategy a play on the Aussie fave word and CBAs Can..
But why spend $20 executing it?
Still, better than 86400 though that have all sorts of issues.
It might as well become the ‘can’t’ bank, because I bet 1 in 100 people will ever remember who the campaign is for.
“It’s always easier to sledge than live on the edge”. Dude, the 1980’s just called and want their line back. How washed up and irrelevant are you?
Is the xinja logo a sausage parting a can’t?
It’s juvenile but it made me chuckle. Anyone feeling burned by the bigger banks might just give it a try.
It’s not even a good pun, it’s puerile and the execution is boring. And to call it “ballsy”, well leaving aside how juvenile a comment that is, no, that tells me more about how advertising is skewed to and run by young men.