Building a new banking services brand from the ground up
Challenge
Precinct is a new banking services brand from Prosegur Australia, providing multi-bank solutions designed to make everyday access to banking easier. As a new entrant to Australia's financial services market, Precinct needed to build awareness with consumers while introducing its banking and cash-access services to the banking sector. The challenge was to create a distinctive, accessible brand that would stand apart in a traditionally conservative category, build consumer confidence and establish Precinct as a credible partner for Australia's banks.
Solution
We developed Precinct's brand identity, including the logo, visual language and website, along with a flexible design approach that could be applied consistently across a wide range of ATM formats throughout Australia.
We then developed “Open for everyone”, a national integrated launch campaign designed to introduce Precinct to the Australian market. Using bold colours, playful storytelling and a fresh creative approach to financial services, we brought Precinct’s accessible approach to banking to life.
The campaign rolled out across television, cinema, outdoor, radio, digital audio and social.
Rasic and Partners delivered strategy, creative, media planning and buying, and production, taking the brand and campaign from concept through to execution. Alongside the consumer campaign, we also developed a targeted LinkedIn campaign for banking and financial services audiences.
Results
The campaign established Precinct in the Australian market, building awareness and confidence in the new brand across both consumer and business audiences and creating a strong foundation for the expansion of its banking services.
9.5M+ outdoor impressions, reaching more than 3 million Australians aged 25–54 with an average frequency of 3.1.
604K+ digital audio impressions, supported by an extensive 2GB campaign spanning live reads, sponsorship and bonus airtime.
104K+ LinkedIn video views, reaching senior banking and financial services audiences across Australia's major banks.