For customer owned banks, putting people first is at the heart of everything they do. So when Orange Credit Union were conceptualising their latest brand campaign, hiring actors wasn’t even a consideration. Instead, they asked their own staff and members – and why wouldn’t you when they’re some of your biggest advocates?
Orange Credit Union’s new My Money. Our Bank. Making it Real campaign was filmed over two days at 14 locations across Orange, and stars real staff, members, and their families.
“This campaign is a vibrant, fresh and energetic take on banking, showing how our team are able to partner with our customers to enable their dreams, lifestyle and aspirations. How we are ‘making it real’ for our customers,” says Tayla Harvey from Orange Credit Union.
“Our staff and customers are the heroes of the campaign, and, as a customer-owned bank, are at the heart of everything we do. From our marketing team, to risk and compliance and all important lending specialists, it was great to be able to spend time and bond with everyone through the process and get our brains and creativity thinking outside of the office.”
Through the ads, staff members were able to highlight and showcase what it is they love about working for a customer owned bank.
“Our team genuinely cares about our customers. They loved the imagery of sharing and celebrating the wins our customers have at auction or during their home build or purchasing journey, as that is how they feel about their customers,” says Tayla. “Being a customer-owned bank, our customers are not just a number or sales target to us. We genuinely want to do what’s best for them and help them on their journey, no matter what life stage they are at.”
For Tayla, who features in the ads herself, she says she loves the flexibility of working in the sector. “We aren’t locked into as many large corporate processes and procedures and actually get a chance to look at a task and ask, ‘how can we do this in the way that works best for both the customer and our team’? There is a lot of opportunity for growth and product innovation, and we can take our local experience and market analysis to create something that will make a difference to the community,” she says.
“Being involved in initiatives such as our Stay Safe, Financial Fitness and Community Grants programs gives us an opportunity to be more involved in the community. It showcases that we are not only here to provide the products for banking, but also the knowledge and education to help make banking better, safer and to enrich the community.”