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BCU Bank 
Plan B's

Campaign

Location

Australian

The contextual and disruptive OOH and digital campaign highlights Australians' 'Plan Bs'; alternative methods for saving or growing their money. Aimed at supporting existing customers while connecting with younger Australian's seeking financial stability. Research has revealed that unconventional strategies are being employed to address the cost-of-living crisis, as rising expenses, coupled with low financial literacy and confidence, affect consumers.
This bold approach for BCU Bank was designed to stand out in a cluttered market, leveraging these insights to create edgy messaging that resonates with today’s audience. Titled "A Better Back-Up," the campaign features creative assets across both digital and traditional channels, with tailored messaging variations that address key customer needs and financial milestones.
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