UBank leans on global creative community for newly launched cloud-sourced creative campaign
UBank, 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
10 Comments
What a fantastic ad for convincing marketers to use an ad agency.
Pay peanuts get monkeys
Or…. ask 350,000 monkeys to work for peanuts, get 50 stupid enough to say yes.
Then actually give peanuts to only 4 of them for their painfully amateur efforts boasting Grade-7 level after-effects animation skills, smash them together to form your campaign and spin some nonsense about ‘leveraging the wider creative community’
Nice one Ubank!
Clients get the advertising they deserve.
I’ll just leave it at that.
Pay peanuts. Get monkey bollocks.
While you may think it’s ‘super disruptive and on brand to ‘crowd source ideas from global digital talent’ the only thing consumers are going to see are these shite ads that look like they were made by a 10 year old on an iPad.
If that was the intention then you’ve nailed it!
If the messaging here was ‘We at Ubank have relied on cheap anonymous labour to avoid spending any real money on decent advertising or even bothering to make things look better than a first year animation student’s work SO WE CAN PASS THE SAVINGS ON TO YOU, I might buy it.
Otherwise, I’m not sure what’s worse – the fact that there were 49 responses that were somehow less crafted than this, or that Ubank thinks so little of their potential customers that they think people would actually buy this.
You waited 4 weeks for that?
Oh, you did this one yourselves. It shows.
It’s shit. But no worse than 95% of ads churned out these days by highly paid agencies. .
The overall standard has slipped to a worrying level.
Not really. This is idiotic to the core. Dangerously stupid. Creatively blind. An insult to humanity. A sad day for culture.
Is this an ad campaign for Genero?