Great Southern Bank has released its first brand campaign since rebranding from Credit Union Australia this month. The ‘Happily Clever After’ campaign seeks to reposition Great Southern, and to appeal to a younger audience, after a survey found 70% of Australians aged between 18-29 had no idea what a credit union is. Following the rebranding, which was carried out by Growth Mantra, creative agency Richards Rose won Great Southern’s account, tasked with creating a campaign that aptly fit the new branding, strategy and identity.
The campaign aims to showcase Great Southern Bank’s multitude of services which can “help Australians on their home ownership journey”. Great Southern Bank chief customer officer, Megan Keleher said: “We know people haven’t given up on the great Australian dream and Great Southern Bank wants to empower customers to succeed against what can sometimes seem like insurmountable odds. Our ‘Happily Clever After’ campaign will showcase clever ways to make these dreams a reality.”
Executive creative director at Richards Rose, Adam Rose, said: “We know buying your first home can seem tougher than ever, that’s why it’s so important to get clever. Reassuringly Great Southern Bank can provide the means for its customers to do just that. ‘Happily Clever After’ is the great Australian dream told as a modern day fairy tale. It’s an empowering and enduring idea that shows owning a home is still possible, you just need a plan.” Carat was also tasked with developing a media strategy to match the new branding and ‘Happily Clever After’ campaign. Carat national head of strategy and connections planning, Danni Wright, said: “We have worked with Credit Union Australia for over seven years, and to be part of this brand transformation to Great Southern Bank has been incredible. At Carat we foster a collaborative and integrated way of working and our Designing for People positioning ensures we are launching the purpose led message with impact across screens, out-of-home and digital environments.” Keleher said that it was essential to communicate the long history at the heart of Great Southern Bank, while also communicating the new brand identity and repositioning towards a younger market. “It was important to have the right strategic and creative skills on board with us at each stage of this journey. We wanted to highlight our 75-year history yet make the brand relevant, and the work of all our partners has bought this to life in a way that has us all very excited.”
Keleher also said that the main reason for the rebranding was the necessity to continue to stay relevant and grow, and in order to do that , it needed to rebrand as a bank. “We also needed powerful positioning in the market, a territory that was ownable, scalable, credible and relevant for our current and potential customers.” With Great Southern Bank being the result of the rebranding process, Growth Mantra chief executive officer Simon Corah said that “this work was a rare opportunity to develop a holistic brand strategy for the organisation”. He added, that by using extensive research and data analytics, he and his team settled on this brand and strategy of Great Southern Bank with the brand purpose to ‘Help all Australians own their own home’ being the result. Using extensive research and data analytics, Growth Mantra chief executive officer, Simon Corah, and his team helped develop a new brand purpose, strategy and execution: including a new brand name, identity and product and service line up. The campaign features a 30 second TVC, with additional OOH, digital, PR and social coverage, as well as two additional TVCs highlighting some of Great Southern Bank’s capabilities helping Australians buy a home. Other recent work from Richards Rose includes campaigns for Eftpos, Mitsubishi, Helgas and Stan.