Great Southern Bank: How Great Southern Bank helped twice as many Millennials live happily clever after.

Great Southern Bank, formerly Credit Union Australia, launched with the 'Happily Clever After' campaign to grow home loans and market share among a 25-to-44-year-old audience.

Executive Summary

  • Great Southern Bank was launched in 2021. Formerly CUA (Credit Union Australia), we're a challenger brand with lots to get done.
  • Rather than take the Big 4 head-on, we opted for something culturally significant (and fun).
  • Our target millennials still desired their own home, but they were feeling defeated, confused and alone.
  • 'Happily Clever After' was our platform of endeavour, inspiring our customers with ways to get clever.
  • We positioned ourselves as home ownership saviours, with rhyming modern fairy tales of smart saving behaviours.
  • Our first homebuyer share doubled (yippee!), outperforming the category by a multiple of 3.

Total...

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