ME Bank formerly known as Members Equity has launched a re-branding campaign created by George Patterson Y&R Melbourne.
“It’s me bank” is designed to drive ME Bank’s online savings account and re-position the brand as the “people’s bank” – speaking to Australians in a way that is honest, approachable and genuine. The campaign soft launched with radio and digital and moves to TV this week. The television work is supported by a series of Wunderman-developed executions to drive direct response.
“At its core, ME bank has an egalitarian essence. This defined our approach in creating the campaign to be an honest, simple and modern expression of what banks can do.” says Ben Coulson, executive creative director at GPY&R Melbourne.
Credits: writer Evan Roberts; art director Paul Meates; executive creative director Ben Coulson; account management Melanie Elliott and Phoebe Farquharson; agency producer Luisa Peters; strategy planner; Kate Smither; director Julius Avery; production house Renegade; post production The Butchery; media Mitchell & Partners.
