MyState Bank Teams With The Royals For First National Campaign

MyState Bank Teams With The Royals For First National Campaign
B&T Magazine
Edited by B&T Magazine

Not familiar with MyState Bank? Well, you might be soon. The 62-year old, Tasmania-based bank has teamed with the Royals to launch its first national campaign, showing life is easier when ‘Numbers and Feelings’ work together.

MyState Bank’s new campaign aims to expand beyond Tasmania to the mainland, without alienating its large and loyal local customer base of over 150,000, 18,000 of which joined over the past year.

The ‘Numbers and Feelings’ campaign also tackles the unnecessarily complicated nature of banking in Australia, by encouraging customers to feel human and in control of their finances.

After all, truly human-friendly banking cuts out the unnecessarily complicated processes, helping people balance their heads (the numbers) with their hearts (their feelings) – providing a banking experience which satisfies both.

The campaign also highlights MyState Bank’s award-winning ‘Insights’ function available on its app and online, which gives customers a sense of relief that there are simple products to help you stay on top of your money and make smarter decisions.

“We believe we’re better at being real and human than others banks. It’s in MyState’s DNA, it’s not something we are trying to create or retrofit, it’s been who we are for 62 years,” said MyState Bank’s GM digital and marketing, Heather McGover.

Head of brand and advertising at MyState Bank, Andrew Branwhite, added, “With our two heroines Numbers and Feelings and the bright and bold imagery, we’re reminding Australians that we can enable them to do what they want with the human touch, which makes all the difference. We believe this new campaign has achieved that.”


Client: MyState Bank

GM Digital & Marketing: Heather McGovern

Head of Brand & Advertising: Andrew Branwhite

Advertising & Media Manager: Theresa Lord

Campaign: Numbers and Feeling

Agency: The Royals

Executive Creative Director: Sebastian Vizor

Senior Creatives: Lee Spencer & Kevin Pease

Group Business Director: Louise Arnold

Business Director: Catherine Cumming

Producer: Meredyth Judd

Production Company: The Sweetshop

Director: Kate Halpin

Producer: Edward Pontifex

Post House: Arc Post Production

Sound House: Sonar Music

Stills Production

Production Company: Majella Productions

Still photographer: Phebe Schmidt

Producer: Gabrielle Pearson

Media Agency: Che Proximity

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