The campaign by ME Bank includes a 15-minute meditation video.
ME Bank is tapping into people's concerns around the big four with its Bank-xiety campaign.
Bank-xiety is described as the feeling of worry, nervousness or uneasiness caused by distrust toward your bank.
The campaign is based on findings that show 94% of Australians think that banks don’t act in people best interest, but only 14% of people act on their bank-xiety.
As part of the campaign, influencers were sent a bank-xiety pack, including a burner phone – with which they could reach a bank-xiety hotline that played calming music – as well as bank-xiety “pills” (M&Ms), and a bank-xiety stress ball.
ME chief experience officer Ingrid Purcell says it wanted to start the conversation around bank-xiety.
“It’s not a new phenomenon – Australians have always felt ambivalent towards their banks – but it is a newly established term that defines the feeling,” Purcell says.
There is also an ME meditation ad that asks users to “stop scrolling and take a deep breath with ME” on social media.
The campaign rolls out across print, online and out of home. It also has its own microsite and Urban Dictionary definition.
Credits:
Creative and production - ME
Chief Executive Officer: Jamie McPhee
Chief Experience Officer: Ingrid Purcell
Head of Brand: Leanne Boyd
Creative Lead: Stephen Thompson
Senior Brand Creative: Mark Peters
Senior Copywriter: Ed Pitts
Production: Harlan Alston
Account Manager: Kathryn Bredin
Public Relations: Head of PR, Matthew Read and Consumer PR Manager, Georgia Dossetor
Media Agency: Initiative
Videography: Keep Left
