SYDNEY: Direct banking specialist Ubank is launching a campaign to promote its online saving product Usaver.
Rolling out under the tagline “Saving is the new spending”, the million dollar campaign was created by Three Drunk Monkeys (TDM) and pushes the message that the days of consumers spending beyond their means are behind them.
"The campaign taps into a relevant insight and delivers it in a creative way,” said TDM managing director Mark Green.
The creative in the launch 30-second TVC shows people living and spending above their means, including a Ferrari driver who lives with his mum. This relates to the print, outdoor and online creative featuring savers who choose to forgo unnecessary luxuries for a high interest savings account.
TDM creative director Noah Regan said the campaign's goal was to get people excited about savings. "Living unreasonably beyond your means is so 2007.”
The campaign will roll out nationally on 6 September, following a soft launch in Melbourne yesterday (23 August).
Zenith Optimedia booked the media for the campaign.
Backed by the National Australia Bank, UBank first launched in October 2008 and specialises in phone and internet banking.
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