Building a new banking services brand from the ground up

Challenge

Precinct is a new banking services brand from Prosegur, providing multi-bank solutions designed to make everyday access to cash and banking services easier for all Australians. As a new entrant to Australia's financial services market, Precinct needed to build awareness with consumers while also introducing its services to the banking sector. The challenge was to create a distinctive brand that would stand out in a dry category, build consumer confidence and establish Precinct as a credible partner for Australian 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 created “Open for everyone”, a national integrated launch campaign designed to introduce Precinct to the Australian market. Through a bold and playful creative approach to financial services, we brought the Precinct brand to life across television, cinema, outdoor, radio, digital audio and social.

Rasic and Partners delivered strategy, creative, media planning and buying, and production, taking the work from concept through to execution. Alongside the consumer rollout, we developed a targeted LinkedIn campaign for banking and financial services audiences.

Results

The campaign successfully established Precinct in the Australian market, building awareness and confidence across 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, alongside a 2GB radio campaign featuring live reads, sponsorship and bonus airtime.
104K+ LinkedIn video views among senior banking and financial services audiences across Australia's major banks.