Bankwest this week launches a new, bold and distinctive brand positioning called ‘Bank Less’.
It is aimed at positively differentiating themselves in an increasingly homogenised industry and cynical consumer environment.
Developed by bespoke WPP AUNZ agency Union, the new ‘Bank Less’ positioning is driven by the key insight that Australians do not want more ‘bank’ in their lives – just one that is fair, simple and transparent.
‘Bank Less’ will be executed across a range of channels from this week throughout OOH, press, digital and social, utilising strong headlines such as ‘Less BS. That’s right, less Bank Stuff’.
It is also backed by a supporting product campaign that uses 3D animation, also developed by Union and launched in July.
Y&R Chief Creative Officer Paul Nagy (who worked on the campaign as part of Union) said extensive consumer research was undertaken to develop a brand positioning that not only stayed true to Bankwest’s brand personality but directly addressed how Australians felt about banking.
“This is not a play-it-safe brand position for Bankwest. They could have flown under the radar but Bankwest recognises that this is what people want and deserve right now from banks,” he explained.
“Consumers want their bank to do what it should do, seamlessly and without complication, and play the right role in their lives – by playing a smaller one.
“We’ve reflected that creatively by using some of the insights gained during our research in a fun and playful way, but also one that shows the brand to be more open and more transparent so that their customers can enjoy a simple, uncomplicated banking relationship.”
Bankwest Customer Experience executive general manager Andrew Chanmugam said: “‘Bank Less’ was not just a campaign but a philosophy the business was already living through initiatives, products and ways of working.
“Bank Less is a driving force behind everything the organisation does,” he said.
“Bank Less means less complexity and less frustration for customers; it’s about assisting customers when and where they need us, as simply and seamlessly as possible.
“Bank Less is deliberately designed to be cheeky and capture attention, but it’s also a statement of intent about the experience we want customers to have each and every time they interact with us.”
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]
In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]
Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]
CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]
GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games. GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]
MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.
DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]