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    The Hallway tells Aussies to get ‘A Better Back-Up’ for BCU Bank

    Sydney-based independent agency, The Hallway, has unveiled a new brand campaign for BCU Bank, with a playful nod to some of the more unorthodox financial backup plans of Australians.

    From “asking daddy” to selling feet pictures and waiting for inheritances, A Better Back-Up is rooted in genuine consumer behaviours, as revealed by research conducted by BCU Bank in partnership with market research and data analytics firm, YouGov.

    The research sheds light on the unconventional “Plan B” tactics that have been employed by many Australians in response to the escalating cost of living. A Better Back-Up positions BCU Bank as an alternative to traditional banking options, with a specific emphasis on its role as an option during such times of financial hardship.

    Michelle Hemingway, head of marketing at BCU Bank, said the findings of the study spoke to the financial challenges faced by many young Australians today.

    Our research uncovered how increasing cost-of-living pressures, as well as low financial literacy and confidence, were impacting consumers,” said Hemingway.

    “We learned some Gen Zs and Millennials are joking about – or dabbling in – unconventional tactics or ‘Plan Bs’ to make money and boost their savings.

    “Our aim is to assist our current customers while also reaching out to younger Australians who may require assistance in achieving their financial objectives.”

    In addition to the media campaign, BCU has introduced a complementary PR strategy, including the creation of a “Footography Studio” that offers express pedicures and professional foot photography at busy locations.

    Jessica Thompson, creative director at The Hallway, said: “Collaborating with BCU Bank to become the most memorable backup has been an exciting journey. It’s commendable how they fully embraced their brand’s personality traits of being approachable, quick-witted, and resilient, and weren’t afraid to poke fun at themselves.

    “Amidst the plethora of brands positioning themselves as either leaders or challengers, there are few who proudly assert themselves as your top second choice.”

    In March this year, a study published by strategic communications company Porter Novelli Australia and research agency Quantum Market Research revealed that with household budgets tightening, Australians are becoming less swayed by environmental, social and governance (ESG) issues such as sustainability when it comes to their food purchasing behaviour.

    See also: ‘Nothing sharpens your focus at the supermarket like 13 interest rate rises’: Cost of living weakens Australians’ sustainability interest


    Client: BCU Bank
    BCU Bank General Manager: Mark Smyth
    Head of Marketing: Michelle Hemingway 
    Brand & Marketing Manager: Claudia Dalton
    Creative Design Lead: Britney Nash,
    BCU Bank’s Brand & Marketing Team 

    Creative & Media Agency: The Hallway

    PR: Aruga
    Co-Founder and Partner Lead: Adam Brunes
    Account Lead: Kimberley Roberts
    Director of Content: Belinda Seeney
    Account Director (PR): Jai Johnstone

    Brand Activation: BonBon
    Events & Activations Director: Kirsty Adams
    Partnerships & Engagement Director: Dana Brown

    The post The Hallway tells Aussies to get ‘A Better Back-Up’ for BCU Bank appeared first on Mediaweek.

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