ME showcases its new brand identity in latest national campaign via Dick and Jane + CHE
Industry super fund-owned bank ME has kicked off a new national advertising campaign this week via agencies Dick and Jane and CHE, showcasing the bank’s new brand identity to the masses for the first time. The integrated campaign includes TV, radio, outdoor, online and social media.
The campaign is designed to lift awareness of ME’s new brand identity revealed earlier this year and includes four 30-second television ads: one to introduce the brand and three to promote the bank’s product propositions.
These include ME’s low rate credit card called ‘frank’; a new debit card called ‘buck’, which knocks out all ATM fees; and ME’s ‘sweet’ home loan rates.
The TV ads play off the bank’s new name, replacing the words and beats of well-known songs such as ‘Hallelujah’, and ‘You’re The One I Want’ with renditions of ‘me, me, me’, pronounced like the pronoun ‘me’.
Ingrid Purcell, brand and digital director, ME, said the campaign is the culmination of many months of foundational work including recalibrating the bank’s brand position and values, refreshing its visual identity, and building new products and services that underpin how ME is a different kind of bank – one that helps Australians get ahead.
Says Purcell: “In a cluttered advertising market, ME can’t risk being bland or safe and the TV ads take a creative approach to provide cut through and awareness.”
The campaign’s first two TV ads were unveiled this week, with others premiering in the months ahead.
St Joan of Arc Primary School choir, based in Brighton, assisted with the soundtrack of ‘Hallelujah’.
Music Producer: Level Two
8 Comments
What a shite excuse for a ‘MEME’. It’s not funny. It’s not clever. It’s not even well animated. I’ll stick to funny GIFs and Willy Wonka puns thank you.
That’s great work guys, certainly isn’t bland or safe. It’ll have massive cut through.
How on earth did this get onto Campaign Brief? so bad.
Me no likey. It’s about as lame as ‘cheap cheap’ and ‘down down’
I like the deep voice guy, without him, this would be nothing.
Some of the best work Che has done in ages.
I never comment on other people’s work on this blog but f#ck me that is bad. Nightmare of a client getting the advertising they truly deserve.
I love the ‘Hallelujah chorus and all of the messiah, but one viewing of your advert was one too many and would not convince me that I would like to become a customer. Add to that that the coming generations are all about ME,ME,ME and that really irks to many people and not just my generation either. Our society is full of me,me,me people and poorer for it without it being reinforced even if unintentionally. A bit more forethought before releasing these adverts would have been prudent.