BCU Bank, A Better Back-Up

Selling feet pics, asking Dad or… ‘Daddy’, waiting for an inheritance from gran or moving home (again). 

These are some of the unconventional financial back-up plans highlighted in our first work for BCU Bank.

The contextual OOH and digital campaign shines a provocative spotlight on people’s ‘Plan Bs’, the alternative ways some Australians save or grow their money, and the fact that 80% of Aussies bank with a Big Four bank.

A Better Back-Up features creative assets across digital and traditional channels with a suite of messaging variations tailored to key customer needs or financial milestones. 

From saving for a holiday, getting a home loan, or financing a car, BCU Bank tells customers while their primary bank may be ‘Plan A’, BCU Bank is the better back-up plan when they need to turn to a ‘Plan B’.

The Hallway Creative Director Jessica Thompson said A Better Back-Up was testament to what can be achieved with a bold vision and in a trusting agency/client relationship.

“For all the brands in the world calling themselves either leaders or challengers, there aren’t many who proudly stake their claim as your best second choice. 

“Working with BCU Bank on becoming the most memorable back-up has been a riot and it's to their credit that they leaned right into their brand personality traits of being human, quick-witted and tenacious and didn’t shy away from poking fun at themselves.”