Creative Showcase: Matters, Jet Ski, Testimonials
United FCU – “Matters” Ads
The Financial Brand wrote about United FCU’s Gen-Y program ‘Matters’ a few weeks ago. Here’s some offline media — a pair of print ads. The one on the left has the logo and copy upside down (intentionally). Click to enlarge.
Bank Norwegian – “Jet Ski” Ad
The (very small) copy in the lower right-hand corner says, “Saving. It might take a while. Bank Norwegian.” Then — in microscopic type — it says, “Loans you can live with.” The takeaway message is decidedly pro-credit: Borrow today, because saving takes time.
First Bank – Testimonials
This series of ads looks uses a hand-written diary as the visual device. Each story is told from the perspective of a First Bank employee to show how First Bank puts each of these customers “first.” The photos are presumably of customers, but they are likely actors.
Fulton Bank – Billboards
A series of billboards from ad agency Pavone. There’s a TV spot that does the concept more justice than these static images.
Irwin Union – Website
A simple, attractive website (with shades of Apple’s website?)
Queensland Teachers Credit Union – “Grant”
Does anyone know who “Grant” is and why he would make a good choice for
This Australian credit union is promoting a “Smarter Starter Home Loan with a First Home Owner Grant.” So that explains why they’d choose someone named “Grant.” But who the heck is this guy? A rugby star? Soccer? If there’s anyone who knows, please share in the comments below.
Charter Oak Credit Union – “The New Look of Banking”
The credit union updates its brand identity. Their new slogan is, “Relationships beyond banking.” The credit union describes the new look as “an image that speaks to our financial strength.”
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“Grant” is actually a fictional character. Queensland Teachers’ Credit Union asked Junior Advertising in Brisbane to produce a print campaign for its Smart Starter product, a home loan that helps people utilize the “First Home Buyers Grant” program before it ends on June 30. The government program was instituted last September to help first time home buyers save the “transfer duty” which normally accompanies a home purchase in Australia. For a home valued at $500,000 it would save someone approximately $8,750.
Not wanting to be rude, but you aren’t quite right Jim.
The Grant is actually the First Home Owners Grant (FHOG) from the Federal Government. Currently First Home owners get a $14,000 grant for buying a Existing dwelling, or they get $21,000 for going into buying a new home (to be constructed). These figures include a BOOST amount that was added to help address housing affordability.
FHOG has been around since 2000 – when I bought I got $7k. And up until Budget night last week the BOOST was expected to run out at the end of June (as per the reference dates in the ads), but that has now been extended until September-ish as part of the program to fight the dreaded GFC.
Each state administers the FHOG for the Federal Gov, and YES Qld did recently drop stamp duty on various components of the loan.
Here is the QLD site about FHOG:
http://www.osr.qld.gov.au/first-home-owner-grant/index.shtml
Ohh and Grant is a bit of a common name here in Oz, so it is sort of a Joe Everybody reference.
Jim and Fred,
Thanks for the explanation. The campaign seemed a little more interesting when “Grant” was an Australian sports superhero. But since he’s just a regular nobody…not so much.
I think it might be an Oz humour thing. It is obvious – to me anyways – that ‘Grant’ is a bit of a dag*. Which adds another humour element to the campaign. Closest example i can think of is TIm the Tool mans offsider, nice bloke, but…
*dag – noun Australian and New Zealand Informal. an amusing, unusual person.
The “Grant” is definitely an Aussie humour thing. You yanks never get our humour.