Greater Bank enters ‘the digital era of home loans’ with debut campaign via It’s Friday

Greater Bank is taking aim at outdated lending processes with a new campaign via creative agency It’s Friday, launching its digital home loan product with a multi-channel push built around speed, simplicity, and customer control.

Marking the agency’s first major work since winning the account, the campaign promotes Greater Bank’s new digital home loan - a product that allows customers to apply online in under 15 minutes without paperwork, positioning it as a challenger to traditional lenders mired in legacy systems.

The hero film features a life-size museum diorama of a typical Aussie family frozen in time, re-enacting the painful loan application processes of the past. It’s a visual metaphor for how far lending has come - and how far some banks still lag behind.

“For Greater Bank, home loans have entered the digital age - fast, easy, and actually built around you. So we built a museum to remind everyone what the old way looked like. If you’re still filling out forms and waiting on hold, you’re not applying, you’re time travelling,” said Vince Lagana, Chief Creative Officer at It’s Friday. “Frozen in the home loan past like a relic. Time to break free.”

Kate Messenger, head of brand and marketing at NGM Group, added: “With Greater Bank’s Digital Home Loan campaign we wanted to launch a new era in home lending and It’s Friday’s campaign delivers on the boldness of that ambition - giving borrowers the confidence to move decisively toward a better way of doing things.”

Launched on 13 July, the campaign runs across broadcast, online video, outdoor, digital, social, radio and audio, supported by media partner Atomic 212.

The campaign also reinforces Greater Bank’s broader push to offer more transparent and empowering banking services in an increasingly competitive category.