Bankwest and Union have launched a new brand campaign “For the Love of Less” that demonstrates some of the compelling reasons why people love less when they bank with Bankwest.
The campaign highlights the values instilled in the Bankwest brand, which focuses on providing a simpler and easier customer service experience, alongside the important role Bankwest colleagues play in making these values a reality.
Bankwest chief customer officer, Paul Vivian, said the new campaign was developed in response to extensive research into customer perceptions of banking and Bankwest.
“Our colleagues are our biggest asset at Bankwest, they genuinely care and will go the extra mile to find a solution for customers, without them needing to chase us up or contact us multiple times for the same issue.
“Our customers have everyday needs and expectations and so do our colleagues, which is why we take a ‘human when it matters’ approach, so our customers know we’re not a faceless bank.”
“We wanted our new advertisement to showcase this dedication and highlight the commitment of our colleagues who go to extra lengths – often in the background – to create simpler experiences for our customers and to ask less of them.”
Union chief creative officer, Paul Nagy, added: “Bankwest’s mission has always been to eradicate the complexity that often comes with banking. We all want a bank that provides less hassles, less red tape, less nasty surprises, less jargon – and this campaign allows Bankwest to do exactly this. With a chainsaw, which dramatises the dedication.”
The campaign will be run across TV, out-of-home, digital, social and radio in WA and Sydney.
CREDITS
Bankwest
Paul Vivian – Chief Customer Officer
Rachel Mott – Executive Manager – Brand, Sponsorship & Loyalty
Chantelle Cox – Senior Brand Manager
Lara de Carli – Brand Manager
Caitlin Di Stefano – Brand Manager
Mariko Aoki – Senior Manager, Marketing Communications Strategy
Victoria Wager – Manager, Market Insights
UNION
Paul Nagy – Chief Creative Officer
Hannah Muirhead – Strategy Director
Daniel Bevins – Client Partner
Dina Patarcic – Media Lead
Zander Williment – Senior Copywriter (VMLY&R)
Mick Pollard – Senior Creative (VMLY&R)
Rachel Devine – Senior Producer (VMLY&R)
Buck – Animation
