A banker, a 1983 Mercedes and a mob of frustrated Aussies lead MONEYME’s bold new push to challenge traditional lending
Non-bank digital lender MONEYME is challenging Australians to rethink their borrowing relationship with traditional banks in a new integrated national campaign.
Created by creative agency Otherside, the ‘Bank Beating Loans’ campaign positions MONEYME as a faster, more flexible alternative to traditional banks, taking a provocative approach to one of the finance category’s biggest challenges: breaking the ingrained habit of turning to a bank when it’s time to borrow.
While banks have long benefited from familiarity and longstanding consumer trust, the campaign presents MONEYME as a more straightforward option for borrowers seeking competitive loans and a faster answer. According to YouGov, nearly 3 in 4 Australians (74.7%) believe the country would be better off if there were more alternatives to the big banks*.
At the heart of the campaign is a hero film featuring a banker inside a 1983 Mercedes, surrounded by frustrated Aussies ready to unleash years of irritation with slow approvals and rigid processes. By enlisting the comedy principle of “punching up”, the campaign uses humour to highlight the way some institutions or groups hold disproportionate power.
That irreverent attitude carries across the broader campaign, including the provocative line “Sick of dealing with _ankers?” and MONEYME’s promise of “bank beating loans”.
Otherside Studios Creative Director Michael Beveridge said: “The MONEYME crew genuinely operate with a pure challenger mindset. They know where they sit in the market and they wanted us to go as hard as possible on celebrating what makes them so much different from the big dogs. This is unlike any ad you’ll see in the banking space because as we say it, they’re not a bank.”
MONEYME Chief Marketing Officer Bryce Griffith said: “Australians shop around for better deals on just about everything, but when it comes to borrowing money, too many still go straight to their bank. We want to change that. Whether it’s offering better rates, getting approved faster or simply picking up the phone when customers call, we believe Australians deserve better than what they’ve come to expect from traditional banks.
“That’s where Otherside really nailed the brief. We needed a campaign that would grab people’s attention and make them think twice about where they borrow. They’ve delivered something bold, entertaining and unmistakably MONEYME, bringing our ‘bank beating’ proposition to life in a way that’s hard to ignore.”
MONEYME’s longstanding media agency Optimise have set the campaign live, led by BVOD as well as an extensive OOH rollout spanning large-format billboards, street furniture and bus backs.
Optimise CEO Chris Barron said: “We love creative that’s bold and unapologetic, especially when it’s grounded in the actual client proposition, and that is certainly the case here. When compared with the big banks, MONEYME have exceptional products, fast approvals and great customer service which really does stand them apart from the big banks. Otherside and MONEYME have done a great job here, and great creative always makes our job easier.”
Together, the executions are designed to reach potential MONEYME customers across multiple stages of consideration while building the fintech’s profile as a challenger to traditional lenders.
Campaign Credits
Client: MONEYME
Chief Marketing Officer: Bryce Griffith
Head of Design: Gloria Torres
Copywriter: Emmy Liggett
Agency: Otherside Studios
Creative Director: Michael Beveridge
Executive Producer: Ashritha Govind
Media: Optimise Media
Production: Otherside Studios
Director: Michael Beveridge
Producer: Ashritha Govind
DOP: Oliver McGeary
Assistant Director: Jess O’Farrell
2nd AD: Sofia Viegas
1st AC: Shawkat Husseini
2nd AC: Caitlin Wong
Gaffer: Jem Towsey
LX Assist: Daniel Vilima, Darcy Lindstrom
Production Designer: Jake Feast, Bianca Milani
Art Assistants: Blair Allen, Brodie Casey
Stylist: Valeria Vizzi
Stylist Assist: Pip Tolley
Sound Recordist: Thomas Day
HMUA: Farnoosh Zehtab
HMUA Assist: Natalie Corteling
Photography: Chris Hillary
Photography Assist: Vlad Savin
Social: Antonie Ng, Tina Tran
Production Assistant: Tyson Nguyen
Production Runners: Bailey Jackson, Jemima Wood
Safety and Stunts: Cameron Douglas
Post Production: Flagpost
Editor: Ara Kocharyan
Sound Design: Thomas Day
Colour: Daniel Witt @ Moodlab
Motion Design: Sarah Wong
Graphic Design
OOH: Tas Zacharis
Retouching: Chris Hillary
