WHAT IF YOU COULD SYNC WITH YOUR MONEY LIKE FRED AND GINGER?
Up Bank: Strategy and Creative
How can you be effective as a market entrant when the market leader has a 108-year head start and more customers than the population of six Australian states and territories combined? Let’s find out.
Up Bank is one of the first new breed of banks to show Australians how money can be easy and work with you. They are tech-led banking built from the ground up as a product they would want to use themselves. And people are into it. While growth has been strong, led by love from the design, creative and tech community, they’re keen to make Up a bank for everybody. All or Nothing were engaged to find new ways to reach customers and help scale this through creative campaigns and customer experience design.
“No other agencies have got results for us. You guys did.”
— Dom Pym, Up Founder
Today the creative and customer experience challenge is finding what resonates best with millions of disaffected Australian bank customers. We’re mostly unimpressed with the Big 4 banks but are not in a hurry to change either. Finding creative ways to get your brand and product in front of as many people as possible, and as often, matters. From research and concept testing we found 4-5 ideas that were worth exploring in market and a range of ways to execute those. So we did (no, not the entire wall of ’em, Dom). This could lead us to our Big Idea or simply start a series of smaller fires to be fanned.
Our targets for new Upsider acquisition were ambitious but achievable. Across the first three weeks we got a range of results but by week four we had narrowed down the best mix of creative, channels, budget and audiences. Creative testing early on showed an interest in both conceptual and more literal creative directions and both drove strong results in market.
Up Bank are big believers in letting the product speak for itself. While early users have done a ton of work for them in spreading the word, featuring this in sponsored content and customer communications became a focus for us. Hook up a Mate had already been created by the Up team but connecting this into customer onboarding and the first 30 days was modelled and mapped out beyond standard referrals.
Melbourne has seen something of a fintech boom of late but you can often spot the teams and brands that will stick around. From breathing the same air as Up Bank for months, working closely on creative, process and communications we back this bank to go far. They’re keen to help us understand how we spend, where we spend and what this means. This could be key to the right kinds of spending in our future.
Senior Designer and Art Director
Strategy, Art Direction, Copywriting, Design, Illustration, Animation, Production, Media
Ensure sustainable consumption and production patterns (#12)