Musical brand

The brand’s push for individuality continues with ME’s latest push for good

Australian banks haven’t always enjoyed the best corporate reputations, constantly earning headlines best described as bad news. So it takes a particularly bold outlook and a ton of supporting evidence for a bank to feel confident that it deserves to be seen as a force for good.

But that’s what Ingrid Purcell and her marketing team at ME set out to accomplish with their latest campaign, which leans heavily on the word “good” in relation to interactions with the bank and with money in general.

Led by a creative concept that revisits George Thoroughgood’s classic, Rotten to the core, the ‘Make Money’ campaign asks Australians to consider ME’s 25 years of experience helping Australians achieve their financial goals. It’s a bold star in an industry more often plagued by misfortunes such as no-service payment scandals and money laundering allegations.

According to Purcell, the campaign is the evolution of a branding strategy previously seen through the bank’s logo becoming its main character, accompanied by musical repetitions of the word “me”.

Ingrid PurcellCredit: ME Bank
Ingrid Purcell

“We found in brand tracking research that people knew who we were, but not so much about us,” Purcell said. CMO. “The same research also indicated that when people know about the ME brand story, it really increases familiarity, but it also increases consideration.

“So we have entered a new phase where we want to develop our familiarity and talk about who we are as a bank.”

Purcell engaged Thinkerbell, alongside its in-house agency, The Inside Job, to re-examine ME’s brand platform. What quickly emerged was a discussion of the “good” that ME does.

“There are a lot of things we do that are proof that we make money, whether it’s the causes we support, our products, our education programs or what we do from a personal point of view. cultural,” Purcell said.

“The confidence to use the platform came from who we were and why we were created in the first one, which was to help people get into their first homes at a time when it was very hard for people to do that 25 years ago, and we’ve consistently had points of evidence that have demonstrated that over the years.

“The individual points of evidence that we all had connected to being ‘good’ in different ways. I think good is a very powerful word, and the way it was used was clever, in that it could be interpreted in different ways.

This process of ideation also led to the idea of ​​making evil good, and thus to the reinterpretation of Rotten to the core.

With the initial campaign rolling out in February, Purcell said Making Money Good will fuel future creative productions.

“We felt confident that we had enough proof that we could come out with a platform like this, and we will continue to talk about it and build new proof points over the next few years,” she said. declared.

Under a new parental umbrella

ME itself has recently undergone a number of changes, including its acquisition by Bank of Queensland in February 2021, where it now sits alongside the earlier acquisition of Virgin Money.

Purcell said the strategy since then has been to maintain strongly individual brands. However, her own role has changed significantly since joining ME in 2014 as chief brand and marketing officer, with Purcell now working as chief marketing officer within the group.

“Moving forward is about maintaining brand individuality and managing a portfolio of brands,” Purcell said. “What’s great is that they’re playing in different spaces in the market. It’s exciting, and the best of both worlds – being part of a group but also maintaining the big brand that is ME.

Where the relationship might get a little closer is in the workings of the in-house agency, The Inside Job, which evolved from what was originally an in-house design studio six years ago.

“They live and breathe the brand, so they are defenders,” Purcell said. “It’s really nimble, and obviously profitable, and they have a great relationship.

“I believe that your internal brand is as important as your external brand. If you can infuse your brand throughout your user experience, which an internal internal agency allows you to do, it creates a brand experience across all touchpoints.

Therefore, Purcell said the success of The Inside Job for ME has drawn attention from elsewhere in the group, which could see the role of internal agency expand over time.

“Overall, there are fewer layers and a much more agile way of working,” Purcell added.

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