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AU-based ubank unveils new brand platform via whiteGREY tie-up

Sydney, Australia – Australian digital bank, ubank, has unveiled a new brand platform ‘That’s How You Money’, highlighting the brand’s redefined brand proposition and its promise to help the next generation of Australians be more successful with money.

The new brand platform, which was created in collaboration with creative technology company whiteGREY, follows the product campaign launch that went to the market in early June across programmatic and selected ATL channels.

In collaboration with ubank’s media agency, Bohemia, whiteGREY’s remit covered the creative strategy and communications plan, including an evolution of the new brand identity, new platform development, brand launch campaign across TV, cinema, OOH, audio, digital, and social executions, and product campaign, which includes performance – audio, social, and digital display. Moreover, the campaign uses a series of individual stories and experiences to demonstrate what it feels like to get the upper hand with money, underpinned by product proof points for saving, spending, and home loans.

Chad Mackenzie, whiteGREY’s CCO, noted that no one wants to talk about banking but they do want to talk about money, what you could be doing with it, and importantly, how good it feels when things start to happen.

“ubank, quite simply, gives you the upper hand with money. It’s smarter, faster and delivers a better money experience. That’s what our creative platform is about. Doing money. Encouraging a shift in how Aussies think and act with money,” said Mackenzie.

Meanwhile, Brooke Thompson, whiteGREY’s strategy director, shared that the work speaks to an audience who is realising that money is not for leaving in an account somewhere and hoping for the best. 

“They’re listening to the podcasts. They’re exploring different ways to invest. They’re following FinToks. They want to engage with money, break some old behaviours and learn some new stuff,” said Thompson.

Sebastian Paulin, ubank’s head of growth, said, “From the beginning, we focused on leveraging customer insights to give whiteGREY a solid foundation to build out our new brand platform. We’re really excited about how well the work is already connecting with our audience.”

The two-phase campaign kicked off last June 2022 with the initial programmatic going live alongside selected ATL channels, prior to the major brand launch last 17 July which carries the new brand messaging, look, feel, and sound across the biggest ATL investment from ubank in over three years. It will run until October, with a second phase planned in early 2023.