Australian digital bank, Up, has launched a new multi-channel brand campaign with the tagline 'Simplify Money, Amplify Life'. The campaign is designed to highlight Up's mission to simplify money management for Australians and help them focus on their lives. This launch coincides with Up reaching a significant milestone of one million customers.

Since its inception in 2018, Up has offered intuitive, feature-rich financial tools to help customers manage their money. As part of the campaign, Up customers will have access to promotional offers, merchandise giveaways, and social media competitions.

The campaign will be rolled out nationwide, across digital ads, outdoor advertising, tram and light rail wraps, street posters, print ads, and paid media partnerships. The campaign will be extended across BVOD and SVOD early in the new year.

Pete Johnson, Up's Head of Brand, said, "‘Simplify Money, Amplify Life’ cuts straight to our core purpose—using smart banking features to alleviate financial anxiety and empower our customers to live their best lives. The first stage of the campaign is brought to life with a candid shot by Sydney-based music photographer Dougal Gorman, capturing a genuine moment of a mate at a party, which underscores the sincerity at the heart of our message. Staying true to our customer-first approach, we’re celebrating our one million customer moment by giving back with The Upside Cash Splash promotion."

Up is Australia's first mobile-only digital bank, developed by Melbourne-based fintech Ferocia, part of the Bendigo and Adelaide Bank Group. The bank's innovative approach to banking has been recognised by its rapidly growing customer base.

Matthew Rossi, Founder of Oodle Media, the agency behind the campaign, added, "When we started Oodle, Up was exactly the type of client we were looking for - ambitious, disruptive and laser focused on results that matter. We've loved working hand in glove and at speed to deliver their most ambitious brand campaign to date, spanning multiple OOH formats, and can't wait to work with them to onboard the next million customers!"