Pirates of the High Fees

Background

The big 4 banks of Australia have long held a monopoly on international money transfers. What people don't realise is that when they send money habitually via their banks, they incur hidden fees and charges which can add up to a serious amount of their money.

World First, a growing player in the money transfer market offer significantly cheaper rates and no fees on transfers. But they are little known in Australia. To get their voice and message heard, they had to take on the banks directly and get make a big splash in the process...

Idea

Commissioning renowned character artists in New York, the big 4 banks of Australia were painted (quite literally) as 'The Pirates of the High Fees'!

The colours and insignia of each plundering pirate bore an uncanny resemblance to each one of the banks' brands.

Posters and ad shells were tactically chosen to sit outside of the relevant banks, and digital screens were used en-masse in metro train stations. The larger than life illustrations and cheeky piratical copy created real cutlass... sorry, cut-through, as the Pirates campaign landed on the shores of Sydney with a bang.

The highlight was the re-branding of a huge 18th century pirate ship which marauded around Sydney harbour.

Results

Branded Google searches up 42% during the campaign period.

Campaign launch month of Oct – Nov a record with 950 registrations 45% up on

target and 80% up on previous month.

80,000 visits on the Pirates campaign landing page up up 35%.

Widespread press coverage in the Sydney Morning Herald, news.com.au and industry sites.