Meerkats

Police & Nurses ‘Take a Stand'

JP — 2010-08-27T10:49:08Z

After a long period out of the market and big changes to the WA local banking landscape, Police & Nurses teamed up with Meerkats to find out what made banking attractive to West Aussies, and how to go about positioning the Police & Nurses brand as a real alternative to the big banks in the current banking market.

Focus groups, conducted by Meerkats Planning dept in the early stages of the concepting process, found that the majority of Western Australians have at one time or another been negatively impacted by their banks having particular service areas located in other states or countries. This was a key differentiator for Police & Nurses and a truth that West Aussies could relate to.

TV, cinema and press were used to set the highly emotive tone for the campaign and set the back-story, while providing a launch pad for the other channels to communicate how Police & Nurses is taking a stand against the big banks.

Police & Nurses has a strong ‘member first' mantra which flows throughout the company making all departments a pleasure to work alongside. This was evident in the positive partnership dynamic between Police & Nurses, Meerkats, Initiative and Market United, making the process an enjoyable and rewarding one for all parties.