Bank First Launches ‘Real Value’ Via 10 Feet Tall

Bank First Launches ‘Real Value’ Via 10 Feet Tall

Bank First has launched a new integrated campaign platform highlighting the bank’s focus on what people do for our community, in the midst of the Banking Royal Commission.

As a customer-owned bank, Bank First’s sole focus is to serve their customers – not external shareholders.


To launch the campaign, 10 feet tall honed in on a simple visual mnemonic that symbolises the worth of their customers and what they ‘really make’.

Bank First chief strategy & marketing officer Adam Alsbury said, “Banking is in the news every day and consumers quite often feel powerless in their dealings with the big banks.

“With a history of putting our customers first and reinvesting profits into better products and services, we provide a real alternative to the Big 4.


“As a bank that was founded by a group of educators, we have always valued what our customers do for the community – not just how much they make – and it’s this insight that sits at the core of our new platform ‘We value what you really make’.”


10 feet tall MD & partner Joseph Meseha said, “Bank First is quite unique in that they genuinely value peoples’ contribution to the community, well beyond the dollars and cents banks ask you to fill in on an application form.

“It’s those eight little boxes that banks use to judge your worth, however Bank First knows that what their customers do goes well beyond this.”


The campaign centres around a film depicting a teacher reviewing their loan application with a Bank First representative.

The campaign will be supported by TV, online, press and OOH mediums.



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