Unity's 'Debank Yourself' campaign
Posted April 2022
Unity’s recently launched advertising campaign tells Aotearoa, we’re kinda like a bank that’s not a bank. This campaign tells our story, and shares why our members are proud to be part of Unity credit union. It then challenges Kiwi’s to Debank Yourself and join the Unity Community instead.
The campaign celebrates Unity’s point of difference - that we’re proudly not a bank which used to be hidden in the regulatory terms and conditions. This challenger strategy helps Unity stand out because we are unique within the often conservative financial landscape. We came together as one new brand on the 15th November 2021 to our member-owners. It’s now time to share what makes Unity different with Aotearoa.
To raise brand awareness we engaged one of Aotearoa’s top independent agencies, Stanley St, who helped develop the strategy and idea through to execution with great passion and genuine understanding of the organisation.
Andy Quayle – GM Channels and Customer Experience says “Telling the Unity story is really important to us. We went into this knowing our service and empathy towards our members is pretty unique – we call it our secret sauce. But we also knew we needed to be bold in how we showed up to share this message. It is humbling to have received some amazing messages of support from Kiwi’s across the country who have embraced the concept of ‘de-banking’ and joined Unity. Our team remain 100% committed to serving the needs of our now wider Unity community, helping them on their own financial journey, and encouraging them to share their own Unity story with others”.
The creative simply highlights the benefits of joining Unity including; being treated like a person, not a number, having personal loans that are more personal and that any money we make goes back to helping our Unity Community. This genuine emotion that the creative captures, is demonstrated in the way our team interact with members every day.
The fully integrated campaign uses a multimedia approach across TV, OOH, digital and in branch. Unity also partnered with MediaWorks, who came on board because they understand Unity can help educate their radio listeners about doing money, better.
Unity is driven by helping Kiwi’s achieve their money goals and this campaign is another step in raising brand awareness and growing membership across Aotearoa.
See more of the campaign here