Newcastle, Australia – Newcastle Permanent has partnered with indie agency Enigma to launch “Head and Heart Approved,” a campaign developed to support its “Here for Good” brand platform.
The integrated campaign will run across television, out-of-home, radio, and digital channels.
The creative ad centres on the tension between logic and emotion in decision-making. In the TV and radio executions, a person’s “head” is portrayed as favouring rational and pragmatic choices, while the “heart” leans towards decisions that prioritise happiness and fulfilment. The narrative concludes with both sides aligning on Newcastle Permanent’s banking credentials, positioning the bank as a choice that satisfies both emotional and practical considerations.
“As a mutual bank with 120 years of heritage in local communities, it would be fair to say that Newcastle Permanent has long appealed to people’s hearts. But with competitive rates and award-winning service we have all the qualities that even the most discerning head is looking for in a bank,” commented James Cudmore, chief customer and digital innovation officer at NGM Group, the parent group of Newcastle Permanent.
“This new advertising platform captures this brilliantly and in a way that is very Newcastle Permanent. And with new distinctive brand assets and a comprehensive campaign playbook, we have everything we need to roll out campaigns effectively and efficiently for years to come.”
Simon Lee, chief creative officer at Enigma, added, “Here for Good is one of those taglines that sits firmly in the ‘I wish I’d come up with that’ drawer in my brain. So it’s been a great privilege to help bring fresh meaning to it with an unignorable creative platform that has everything required to shift the dial right the way through the funnel.”
The campaign marks the latest brand push from Newcastle Permanent as it reinforces its positioning as a community-focused mutual bank in Australia.
