Skip to main content
News 10 Jan 2022 - 2 min read

MyState Bank enters challenger bank fray with Numbers and Feelings platform

By Sam Buckingham-Jones - Senior Writer
The Royals MyState Bank campaign Heather McGovern and Sebastian Vizor

A shot from The Royals' new MyState Bank campaign with 'Feelings' (L) and 'Numbers' (R), MyState's Heather McGovern and The Royals' Sebastian Vizor.

Tasmanian-based MyState Bank grew its customer base by more than 13.5 per cent in 2021, and is looking to continue its rapid expansion with a new campaign from The Royals.

What you need to know:

  • MyState Bank has launched a new campaign and brand position devised by The Royals.
  • The Tasmanian bank is looking to aggressively expand onto the mainland and it is hoped its new Numbers and Feelings platform, TVC and campaign will help it do so in 2022.

The battle for bank customers has started early in 2022, with challenger brand MyState Bank releasing a new TVC and platform taking aim at big banks and introducing two female characters, ‘Numbers’ and ‘Feelings’.

MyState Bank, which has 150,000 customers – 18,000 of whom joined in the past year – is seeking to dramatically grow its business beyond Tasmania, where it started, and is using the new campaign by creative agency The Royals to kick it off.

The campaign has launched in Melbourne on primetime free-to-air, reinforcing the balance of emotional and rational thoughts in every financial decision.

“As a challenger brand, the job for MyState is to cut through and connect with people,” Heather McGovern, MyState Bank’s GM Digital & Marketing, said. “We believe we’re better at being real and human than other banks.”

Executive Creative Director at The Royals, Sebastian Vizor, said standing out in a crowded “same-same” banking sector was key. 

Mi3 Special Report: Australia Post-Cookies, Post-Privacy

  • How brands including ANZ, CommBank, Adore Beauty, Little Birdie, Menulog and Westpac are racing for new privacy-compliant ways to market to customers as platform and regulatory changes bite.
  • Report covers all of Australia‘s major publishers, their strategies.
  • All major alternative IDs covered.
  • Plus marketing consultancies, tech provider and agency insights.
  • Independent Mi3 report, based on 35-plus interviews, supported by MiQ and Resolution Digital.

How brands including CommBank, Adore Beauty, Little Birdie, Menulog and more are racing for new privacy-compliant ways to market to customers as platform and regulatory changes bite.

Get ahead of the curve. DOWNLOAD THE REPORT HERE DOWNLOAD your 67-page report here.

Already a member? . Not a member? Start the process:

Download Now
Australia Post-Cookies, Post-Privacy

Share your reaction (and see how others voted)

Leave a comment (you must be logged in)

Be the first to comment

Market Voice

Search Mi3 Articles

Make it personal

Join Mi3 to receive our weekly edition and personalise your experience