Adelaide Bank Campaign
Brand repositioning: Getting people to rethink how they think of you.
Adelaide Bank engaged Nicknack as its lead agency with the clear objective of giving its dated image a much-needed overhaul. Of late, the bank had come to be perceived as an institution for older audiences. The repositioning challenge, therefore, was to appeal to and capture the younger section of the market without alienating the bank’s existing audience (which occupied a broad spectrum of demographics and psychographics).
Creative execution driven by audience insights.
Based on the concept of ‘Hopes and Dreams’, Nicknack developed a new campaign with the slogan, ‘Seize the moment’. This enabled the bank to provide a clear benefit to its audiences, one that resonated with their ambitions and aspirations. Intrinsic to the campaign was the creative approach of handwriting and doodling, which gave the brand and its products a distinctly youthful touch. This provided immediate cut-through, differentiation and empathy with the audience.
Single idea with integration across multiple media.
This creative approach was then integrated seamlessly across a variety of products, providing a consistent approach to all communication channels. Separate executions targeting male and female audiences were also developed, further reinforcing Adelaide Bank’s brand.
