Australia's largest customer-owned bank Heritage Bank’s latest campaign to promote its personal loans has seen agency BCM attempting to use a bit of creative visualisation to elicit that “renovating” or “new car” feeling while people wait for buses.
With a history going back to 1875, Heritage is using a number of ‘dressed’ outdoor bus shelters. The city-based shelters have been dressed as ‘renovation’ sites complete with raw timber-like struts, paint pots, and paint splattered dust/drop sheets. Other shelters have had their standard seats replaced with recaro-like racing car seats, and feature transparent shelter sides replete with rear vision mirrors and moving windscreen wipers.
The new campaign follows on Heritage’s ‘Switch’ campaign late last year which took a swipe at the Big Four banks and highlighted how easy it was to make the change to Heritage which put ‘people first’ and offer more personalised service.
As with the ‘Switch’ campaign, some of the new personal loans themed bus shelters are located outside competitor banks.
Press and radio have also been utilised.