MyState Bank launches new campaign

Tasmanian bank MyState Bank is determined to become remarkable, cutting-through to a new audience while keeping banking services simple and staying ‘human’ for their customers. 

With that in mind, the bank has launched a new campaign through The Royals Sydney. Directed by Kate Halpin through Sweetshop, the three-spot campaign reinforces MyState Bank’s brand positioning, ‘the human way to bank’, and explores balancing the emotional and rational aspects of decision making – which is what life is all about.

The spots tackles the unnecessarily complicated nature of banking in Australia and highlights MyState Bank’s award-winning ‘Insights’ function available on its app and online, giving customers a sense of relief that there are simple products to help you stay on top of your money and make smarter decisions.

“We believe we’re better at being real and human than others banks," says Heather McGovern, GM Digital and Marketing at MyState Bank. "It’s in MyState’s DNA, it’s not something we are trying to create or retrofit, it’s been who we are for 62 years. That comes from the friendly and helpful voice in our call centre through to the way we tackle building out our app, and taking a customer first approach. As a challenger brand, the job for MyState is to cut through and connect with people. The Royals have delivered a distinctive and relatable campaign that brings to life what makes us different from other banks, all while bringing a smile of recognition to people’s faces.”

“To stand out in a sea of same-same bank advertising, we knew we had to deliver something that would truly connect," added Sebastian Vizor, ECD at The Royals. "The sitcom-style execution draws in our audience and strips away complexity and jargon, making it a lot easier to empathise with the juggle of getting the balance right between Numbers and Feelings. This was a true team effort, with everyone involved bringing their own unique perspective and expertise with a wrapping of craft, and we couldn’t be happier.”