UBank leans on global creative community for newly launched cloud-sourced creative campaign

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Screen Shot 2017-10-09 at 6.52.19 am.jpgUBank, Australia’s leading digital-only bank, has today unveiled a unique new animated marketing campaign, built by accessing the 350,000 strong global creative community on Genero.

The campaign, which is aimed at challenging Australian perceptions of the home loan process and celebrating UBank’s points of difference, launched via a TVC on Sunday 8 October.

For the first time, UBank leveraged cloud-based online platform, Genero, which connects brands to a creative community of more than 350,000 filmmakers, animators and editors in more than 180 countries around the world to open source ideas. UBank received more than 50 responses to the brief from creative minds locally and globally, before making a decision on who to partner with.

The series of unique 15-second animations spotlight UBank’s low rate home loans and no ongoing fees to home buyers across Australia in a playful and memorable way.

Says Jo Kelly, CMO, UBank: “As a digital only bank, our mandate has always been to disrupt traditional banking and this includes the way we communicate with our customers. We saw an opportunity to do things differently with this campaign and challenge perception of the home loan process.

“We are excited to be leveraging the power of the wider creative community to help us bring our brand positioning to life through animation, create a seamless look and feel and highlight the simpler, smarter solutions available to home buyers around Australia.”

Leveraging the speed and quality of the creative network, UBank was also able to fast track delivery of the campaign into market in less than four weeks.

The short animations celebrate four of UBank’s home loan differentiators:

•           UBank’s online home loan application form can be done in four minutes;

•           UBank has no ongoing fees;

•           UBank offers low rate home loans from 3.74% p.a.; and

•           UBank offers variable investor home loan rates from 4.09% p.a.

After launching with a TVC on Channel 9 Today Show yesterday morning, the campaign will now run through to the end of November 2018. The TVC will air across all major free-to-air networks, select tier two stations as well as digital channels. Supporting creative will appear on a number of high traffic news sites including domain.com.au, news.com.au and realestate.com.au. All digital media placements will be managed by Bohemia.

Client: UBank

Chief Marketing Officer: Jo Kelly

Marketing Manager: Clem Hall

Brand Manager: Julie Burke

Media Agency: Bohemia

Production Platform: Genero

Director: Sarah and Lachlan Dean

Producer: Sarah and Lachlan Dean

Edit: Sarah and Lachlan Dean

Voice Over: Jennifer Mary

Sound design and production: Big Ears Audio

Music: Peter McIsaac Music