Geelong Bank
Traditional Advertising,
Digital Advertising +
TikTok Content Creation
The 1, 2 Home Loan Promotional Advertising
Ideation / Radio Scriptwriting / Social Media Advertising
Brief
Offering a new home loan, Geelong Bank wanted to run two promotions. Firstly, to first home buyers, and secondly to refinancers.
The challenge was to stand out in a competitive market at the height of inflation.
Solution
Breaking down the features of the home loan, the campaign aimed to simplify the product details to the target audience.
By engaging with local radio and implementing a community focus and slightly cheeky tone into all touch points, we achieved a friendly feel that gives the market a reason to trust a small bank.
Radio ad (live read)
If you happened to be driving home with K-Rock radio’s Tim and Jess (95.5FM) between 3-5pm, you may have heard their very candid banter and witty tie-in to the Geelong Bank 1, 2 Home Loan promotion. Totally off-the-cuff!
Except for the parts that were scripted by me.
Okay, fine, it was all me.
Retargeting refinancers
Taking the refinancer promo to Meta, our strategy was to get the offer right in front of our audience’s faces to compete with the Big 4.
Not just a good deal: sprinkling in a little bit of wordplay and brand personality to stand out, I let our audience know that Geelong Bank is a community bank - run by everyday people, for everyday people.
Results
K-Rock’s Jess and Tim radio show has a standard geographical reach from Melbourne to Geelong, Portarlington, Manifold Heights, Wallington to Whittington, Portarlington to Anglesea, Armstrong Creek and beyond.
Instagram + TikTok
Content Creation
Ideation / Social Strategy / Script + Social Copy
/ Creative Direction / Acting
Brief
Engage, educate and appeal to Geelong Bank's new target audience: Gen Z.
Build top-of-funnel brand awareness, appealing to the TikTok and Instagram target audience of youths and property-market newbies.
Solution
Proudcing information in a format that breaks down banking buzz words and offers useful tips, I produced fun, bite-sized, 'edu-tainment'-style content in various media formats.
Incorporating what the market was responding to across TikTok’s financial advice space (#fintok), we tailored Geelong Bank’s TikTok account to insights, news, tips and opinions that young Australians would actually want, in ways they would actually digest: through humour, hooks, skits and relatable content.
Most appropriately “coining” the segment ‘Geelong Bank’s Two Cents’.
Afterpay: the
credit-score-deducting
devil in disguise
Q: How do you communicate that everyone’s mate, Afterpay, can blow your chances of getting a loan approved *without freaking out your audience?
A: You give your audience an alternative solution with the tools to action it, via an execution that entertains your audience, relates to them and communicates a very clear message:
Available spending money in the bank = angel
Pay-in-four companies = devil
Love Island’s new contestants, Fixed and Variable!
Okay, so it’s not technically Love Island, but it’s basically the next best thing - banking terms!
In this concept, we employed a trending split-screen effect to introduce our characters, Fixed and Variable, in a reality TV, dating-show style.
We know Gen Zers don’t want to hear about banking terms, so we launched operation ‘Humanise For Entertainment’.
The Mighty Spring Tidy: the series
Throughout spring, we implemented an engagement strategy to connect with Geelong Bank’s audience through spring cleaning challenges and tips tied into the season.
Romance on a budget
Valentine’s Day doesn’t have to mean pricey presents and blowing the budget - certainly not when there’s a bank by your side giving you savings-friendly tips to spoil your SO.
Using bank-related terminology, I wrote this Instagram reel’s script with cleverly cute, lovey-dovey language in mind.
Is that Offset in the bushes again?
Right when you think you might’ve run out of new ways to lower your mortgage’s interest, an interest-saving super account might just jump out of the the bushes to pleasantly surprise you.
Why just tell your audience what an offset account is, when you could role play an awkward “long time, no see” conversation between the everyday customer, the bank and the offset account?
You know the videos that are just that bit too uncomfortable that you cringe so hard you never forget it? Yeah, that’s what I was going for.
Starting their TikTok account from scratch, Geelong Bank have acquired 332 TikTok followers with 2812 likes across their content.
By taking a risk and taking up space in TikTok, where the majority of banks have yet even batted an eyelid, Geelong Bank have positioned themselves as forward thinkers, ahead of the industry and, most of all, that they’re a community of ordinary people, not of corporate investors.
Trustworthy, helpful and totally on Gen-Z’s level.
“[Kinc’s TikTok videos] have been really good as a top-of-funnel lead generator.” -Vivien Allen, CEO, Geelong Bank
Geelong Bank were so impressed with their success on socials that I even wrote a press release about it - read it here.