Gateway Bank Partners With Illuminate Communications And YouTube

Working with integrated agency, Illuminate Communications, Gateway Bank today launches its new content campaign, entitled ‘If your café was run by a big bank’.

The customer-owned bank engaged the comedic stylings of YouTube influencers Mark Reynolds and Tom Armstrong, to showcase some of banking’s most common and frustrating customer service scenarios in a sketch-show style video.

The video highlights the absurdity of a few of the most common banking service standards that consumers are forced to put up with when dealing with big banks – including long phone wait times, hidden fees and charges, annoying technologies and more – by transposing these service expectations into a completely different setting – your local café.

Gateway Bank chief customer officer Lexi Airey said the customer-owned bank is pleased to launch the new campaign with its creative partners.

“We’re excited to be working with Illuminate Communications and YouTube influencers, Mark and Tom,”

“The partnership makes sense for us as we establish our new brand as Gateway Bank, and we’re proud to be championing customer-owned, personalised banking with our new campaign.”

“At Gateway, we’re not claiming to be perfect, but we always go out of our way to deliver personalized service with a human touch, whether it be remembering your wedding anniversary, sending you a hamper for your new home, or one of our customer care consultants hand-delivering a deposit book to one of our older members.

“We understand it’s the little things that keep us connected,” Airey continued.

In conjunction with the content campaign, Gateway Bank has also revealed findings of a study it commissioned into some of the pain points Australians found most frustrating about banking.

Interestingly, the research found that Millennials aren’t as welcoming of technology and robots in banking as expected.

Almost half (46 per cent) of Millennials claimed that ‘having to deal with technology/robots rather than a real person’ was ‘very’ or ‘extremely’ frustrating.

Meanwhile, 84 per cent of Australians found ‘hidden fees and charges’ to be incredibly frustrating.

This frustration was followed by ‘long phone wait times’ (79 per cent) and ‘speaking to numerous departments to resolve an issue’ (77 per cent).

The digital campaign launches online today on YouTube, Facebook, Twitter and LinkedIn. Aussies can join the conversation on social media with the #GroundsForChange.

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