The Hallway tells Aussies to get ‘A Better Back-Up’ for BCU Bank

The Hallway x BCU Bank 'A Better Back-Up' campaign

“For all the brands in the world calling themselves either leaders or challengers, there aren’t many who proudly stake their claim as your best second choice.”

Sydney-based independent agency, The Hallway, has unveiled a new brand campaign for BCU Bank, with a playful nod to some of the more unorthodox financial backup plans of Australians.

From “asking daddy” to selling feet pictures and waiting for inheritances, A Better Back-Up is rooted in genuine consumer behaviours, as revealed by research conducted by BCU Bank in partnership with market research and data analytics firm, YouGov.

The research sheds light on the unconventional “Plan B” tactics that have been employed by many Australians in response to the escalating cost of living. A Better Back-Up positions BCU Bank as an alternative to traditional banking options, with a specific emphasis on its role as an option during such times of financial hardship.

Michelle Hemingway, head of marketing at BCU Bank, said the findings of the study spoke to the financial challenges faced by many young Australians today.

Our research uncovered how increasing cost-of-living pressures, as well as low financial literacy and confidence, were impacting consumers,” said Hemingway.

“We learned some Gen Zs and Millennials are joking about – or dabbling in – unconventional tactics or ‘Plan Bs’ to make money and boost their savings.

Our goal is to support our existing customers, while also connecting with younger Australians who need a leg up to reach their financial goals.

In addition to the media campaign, BCU has introduced a complementary PR strategy, including the creation of a “Footography Studio” that offers express pedicures and professional foot photography at busy locations.

Jessica Thompson, creative director at The Hallway, said: “Working with BCU Bank on becoming the most memorable back-up has been a riot and it’s to their credit that they leaned right into their brand personality traits of being human, quick-witted and tenacious and didn’t shy away from poking fun at themselves.

“For all the brands in the world calling themselves either leaders or challengers, there aren’t many who proudly stake their claim as your best second choice.”

In March this year, a study published by strategic communications company Porter Novelli Australia and research agency Quantum Market Research revealed that with household budgets tightening, Australians are becoming less swayed by environmental, social and governance (ESG) issues such as sustainability when it comes to their food purchasing behaviour.

See also: ‘Nothing sharpens your focus at the supermarket like 13 interest rate rises’: Cost of living weakens Australians’ sustainability interest


Client: BCU Bank
BCU Bank General Manager: Mark Smyth
Head of Marketing: Michelle Hemingway 
Brand & Marketing Manager: Claudia Dalton
Creative Design Lead: Britney Nash,
BCU Bank’s Brand & Marketing Team 

Creative & Media Agency: The Hallway

PR: Aruga
Co-Founder and Partner Lead: Adam Brunes
Account Lead: Kimberley Roberts
Director of Content: Belinda Seeney
Account Director (PR): Jai Johnstone

Brand Activation: BonBon
Events & Activations Director: Kirsty Adams
Partnerships & Engagement Director: Dana Brown

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