MyState Bank has launched a new advertising campaign aimed at converting its strong presence within the broker channel into a loyal customer base.
The Tasmanian bank has expanded aggressively into the mainland market, with a focus on driving third party activations and transforming from a heritage brand in a regional market to a tech-first challenger organisation across Australia.
The new Numbers & Feelings campaign has already launched on FTA television in Melbourne and seeks to capitalise on strong growth in 2021.
“One of the big reasons that we wanted to build this campaign is that MyState has really big ambitions for growth,” said Heather McGovern (pictured), GM digital and marketing at MyState.
“We’re on track to get some real momentum, especially in home lending growth across Australia, and one of the things that we know is that having a strong brand really acts as a tailwind for that growth.
“When you’re putting an opportunity in front of a client, the more they know about the brand, the greater that consideration is. Think of it as a door opener: when you start that conversation with a customer, they already know who you are.
“One of the reasons we built up Numbers and Feelings is that we wanted to give people a sense of who we are as a bank, and how we’re different to other banks, which is one of our great strengths as an organisation.
“That includes our people, the way that we treat our customers, and the fact that we understand that life is about balance. That’s what we think is the human way to bank: your bank comes into your life to help and not the other way around.
“That plays out in the way that our customers perceive us, and we’ve got the NPS scores to back it up.”
For MyState, brokers are key to delivering that brand message as they expand on to the mainland.
“The key value is customer service and the way that we treat customers,” said McGovern. “It’s not just taking a loan and getting a sharp rate, it’s about feeling confident as a customer that you’ll be taken care of.
“On top of that, it’s having a voice at the end of the phone if you need it. It’s having a fantastic suite of digital tools that have been invested in that are designed to be helpful as well.
“We can have the rate and quick turnaround for brokers, but also when you’re a customer, you’ve got the right sort of bank on your team, who gets it.”