Beyond Bank introduces ‘the other way to bank’ in a new brand campaign via Nation

Australia’s newest bank, Beyond Bank Australia is set to launch a new brand campaign this Sunday inviting Australians to discover a new way of banking via Nation and Cutthrough Solutions.

Previously the Community CPS Australia Group, Beyond Bank is one of the largest customer-owned banks in the country with a branch network that spans the nation from Western Australia, South Australia, the ACT to the Hunter Valley and Wagga Wagga in NSW.

WATCH THE SPOT

The Beyond Bank Australia brand is positioned as a genuine alternative in the banking sector.

Says Robert Keogh, CEO, Beyond Bank Australia: “We now offer the best of both worlds – all the benefits of mutuality that our members know in terms of high levels of service, competitive products and a commitment to reinvesting our profits to benefit customers and the community, now under the auspices of a bank.

“Just as we were as a credit union, we remain 100% customer owned. This means we will always put our customers and our communities first, and that will never change.”

The new campaign presents the organisation’s values in the context of finding another way, a better way to bank.

Says Greg Knagge, managing director of Nation: “Beyond Bank now represents a real alternative that delivers benefits back to the customers and the regions in which they live.”

Says Geoff Robertson, Nation creative director: “This was an opportunity to present something different in the category. Beyond Bank Australia has a very appealing story, we simply needed to tell it well.”

The campaign consists of television, outdoor, digital, transit, press, and point of sale.

Client: Beyond Bank Australia.

Producer: Julianne Shelton