Up's New Brand Platform, via Thinkerbell, Focuses on Simplifying Money and Amplifying Life

To celebrate reaching 1 million customers, Australian digital bank Up has launched a bold multi-channel brand campaign to highlight its ongoing mission to simplify money for Aussies so they can amplify their lives.

With the tagline 'Simplify Money, Amplify Life', the brand platform reinforces the digital bank’s commitment to delivering innovative, customer-led banking experiences designed to take the stress out of managing money and help customers focus on the good life.

Since its inception in 2018, Up has consistently redefined digital banking by offering intuitive, feature-rich financial tools that make it easy for customers to manage their money.

From automated savings to detailed spending insights, Up continues to empower Australians to have complete visibility and control over their financial lives.

With its loyal community at the heart of the celebrations, Upsiders will be treated to a range of exciting promotional offers, merch giveaways and social media competitions, such as the chance to win one of thousands of cash prizes in their 5-day-long one-million-cent giveaway promotion, ‘The Upside Cash Splash’, which runs daily from 25 November through to 29 November.

Up’s head of brand, Pete Johnson, commented, "'Simplify Money, Amplify Life’ cuts straight to our core purpose—using smart banking features to alleviate financial anxiety and empower our customers to live their best lives. The first stage of the campaign is brought to life with a candid shot by Sydney-based music photographer Dougal Gorman, capturing a genuine moment of a mate at a party, which underscores the sincerity at the heart of our message. Staying true to our customer-first approach, we’re celebrating our one million customer moment by giving back with The Upside Cash Splash promotion.”

The campaign is rolling out nationwide, across digital ads, outdoor advertising (OOH), tram and light rail wraps, street posters, print ads, and paid media partnerships with community radio stations including RRR, PBS and FBi, and long-time partner and Australian social media-based news outlet, The Daily Aus. The activity will be extended further across BVOD and SVOD early in the new year.

Founder of Oodle Media, Matthew Rossi added, “When we started Oodle, Up was exactly the type of client we were looking for - ambitious, disruptive and laser focused on results that matter. We've loved working hand in glove and at speed to deliver their most ambitious brand campaign to date, spanning multiple OOH formats, and can't wait to work with them to onboard the next million customers!”