Suncorp

29 May

Banking you can feel good about

Created by Simon Lee, Aldo Ferretto, Jess Thompson and their team when they were CCO and CDs at The Hallway.

Background

The brief was to develop an enduring brand positioning and creative platform to express Suncorp Bank’s commitment to creating a brighter future - to the general public and to Suncorp’s internal audience.

Idea: With morally dubious dealings by banks bringing about a global economic meltdown in 2008 and a smorgasbord of wrongdoings exposed by the Royal Commission, it’s understandable that bank customers might feel that when they conduct their banking they’re swimming in ethically murky waters. And that’s not a nice feeling. Suncorp’s commitment to creating a brighter future and the initiatives and products that result from it, mean that when you bank with Suncorp, far from contributing to a negative impact on the world, you’re actually doing good. And doing good makes you feel good, hence the platform: Banking you Can Feel Good About.

Execution

It’s easy to feel overwhelmed and helpless in the face of the prevailing narrative of environmental doom and gloom stories. To launch the platform, we countered this narrative with a lighthearted telling of the positive ripple effect that banking with Suncorp can have. Executions in TV, cinema, digital, social and outdoor dramatised how the most banal of transactions can set in motion a series of events that positively benefit the environment and community around you - something customers can most definitely feel good about.

For Suncorp’s internal audience, the focus was on making Suncorp staff feel good by showing them the positive difference they’re helping to make to people and the planet. We introduced “Feel Good Fridays” as a regular forum for updating the Suncorp team on the positive impact of Suncorp’s initiatives. The backbone of FGF is a newsletter containing the latest data and stories, but this is complemented by a rich calendar of online and IRL events.

Results

+13% Brand Awareness
+20% Consideration
+ 6% in mortgage loan book

The platform is still being used by Suncorp Bank across all its brand, retail, in-branch and internal comms’