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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. 

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