Launching regional Australia’s largest community bank
The Ad Agency’s mission was to re-name and re-brand the Community Mutual Group (CMG), a $75M regionally based Credit Union, encompassing a large proportion of Regional NSW. CMG’s core mission was to move from credit union status to full service bank status, but at the same time maintain the core values that had driven sustainable growth over decades. We needed to create a name and a brand that regional Australians could relate to, ownership of and trust with their livelihoods. In essence, we needed to create a new name and own a space for this brand that no other financial institution in Australia could own.
We are genuinely local. More specifically, we are in fact, ‘Regional’
The descriptor ‘Regional’ is the one that resonates and matches our targets descriptions of themselves and that’s everyone outside our major metro cities. Hence, use of ‘Regional’ is powerful. It stood out strongly as the key feature that the participants felt that unified them all. The brand mission was to provide ‘real value’ bank services to the people of regional Australia and to show that they truly had a stake in their own bank.