The headline might be suggest something selfish, here, but that is not the case at all with ME's new campaign, which aims to raise awareness of the bank's fresh rebrand earlier this year.
The headline might be suggest something selfish, here, but that is not the case at all with ME's new campaign, which aims to raise awareness of the bank's fresh rebrand earlier this year.
The centre of the work is four 30-second TVCs, one to introduce the bank, and three follow-ups that celebrate 'frank', a low rate credit card, 'buck', a new debit card feature that removes ATM fees, and ME's 'sweet' home loan rates.
The spots take popular songs such as 'Hallelujah' and 'You're the One That I Want' and strip their lyrics out, replacing them with 'me, me, me', following the original melody.
Two of the videos are unveiled this week, with the others following on in the next few months
“In a cluttered advertising market, ME can’t risk being bland or safe and the TV ads take a creative approach to provide cut through and awareness,” said ME's brand and digital director Ingrid Purcell.
The campaign is integrated, and includes TV, radio, outdoor, online and social media executions.
ME Bank conducted an 'inside-out' rebrand in May this year, featuring the tagline 'make the most of ME' and aimed at simplifying banking.
“This isn't just a tagline; it's an extensive inside-out rebrand building on our 21-year proud heritage of helping people get ahead, reinforced by modernised internal values, customer promises and a $90 million investment in technology,” Purcell said at the time.
