UBank becomes ‘just the bank you need’ in new rebrand campaign via The Monkeys and Maud

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UBank image 2.2.16 (1).jpgUBank has enlisted a blended agency team, to relaunch its brand – the biggest change to UBank since its inception in 2008. As part of the relaunch UBank has revealed its new guiding principle ‘Just the Bank You Need’ to inform every aspect of the brand moving forward.

 

UBank’s new ethos will also challenge customers to take a look at the life they’re leading and question what they really need, versus what they want–in effect encouraging them to borrow less, have less debt and subsequently live more.

Says Jo Kelly, CMO at UBank says of the new rebrand: “UBank spent time talking and listening to our customers and found many didn’t feel clear on what the UBank brand stood for in the market. These insights offered the opportunity to take a stand and empower our customers.

“The concept, Just the Bank You Need, sits perfectly with everything we stand for as a brand and the proposition really speaks for itself. We’re excited to offer Australians exactly what they need from a bank and nothing they don’t.”

Says Mark Green, CEO, and Scott Nowell, executive creative director, The Monkeys: “After having banks throw money at people for so long, it’s a brave and insightful client who is willing to start a conversation around whether chasing ever-bigger places and buying more stuff to fill them is the most appropriate way to live our lives. It’s certainly had everyone who’s touched the campaign thinking about their own circumstances.

“This is a significant launch and represents UBank in a totally new way, including brand strategy, customer experience, identity and communications. We have been with UBank since day one so it is great to see through the evolution of the UBank brand.”

Maud also played a fundamental role in the rebrand, reinforcing UBank’s new position through the creation of a full brand identity and design elements of the brand.

Says David Park, executive creative director at Maud: “There’s an onus on design to ensure that every customer interaction is as simple and intuitive as possible. The design system and identity we’ve developed for UBank addresses all aspects of the brand experience, simplifying how we portray information, enhancing the online interface, and modernising the way the brand communicates through advertising.”

In addition to Maud and The Monkeys, PR agency Pulse supported with a research led PR campaign as well as utilising UBank’s CEO, Lee Hatton, to communicate the brand’s new brand proposition to key media. Media partner, Bohemia, managed a digital ad campaign.

Says Helena Gamvros, digital director, Bohemia: “In keeping with UBank’s digital-mainly banking heritage, interruptive digital tactics like display banners and pre-roll have been minimised. Instead our approach focused on content integration, social seeding and sequential story-telling.”

To coincide with the rebrand, The Monkeys and Bombora Productions have created a TV documentary, ‘All I Need’ in association with UBank, which will air at 7:30pm (EST) on Friday 5 February 2016 on 7Two.

The show follows two Australian households as they reassess their lifestyles, analysing how far they have stretched themselves financially by mistaking what they want with what they really need and is part of UBank’s All I Need Project.

Says Kelly: “The documentary reinforces UBank’s brand positioning and encourages us all to take a look at the typical Australian dream of home ownership. It challenges us to  think about your wants and needs and how this impacts your level of happiness. It asks the question,-could you in fact borrow less and live a happier life?”

For more information or to check out the rebrand, visit www.ubank.com.au

The Monkeys

Maud

Pulse

Bohemia

Bombora Productions

(Pictured: Host Andrew Daddo meets with The Winn family as part of Channel 7Two’s All I Need program. The show premieres on February 5 at 7.30pm EST, and follows two households t Australian households as they reassess their lifestyles, analysing how far they have stretched themselves financially by mistaking what they want with what they really need.)