Bendigo Bank Is ‘The Better Big Bank’ In New Campaign Via AJF Partnership

Creative agency AJF Partnership has developed a new campaign positioning Bendigo Bank as a better alternative to the big four.

‘The better big bank’ campaign encourages customers of the major banks to seek a better banking alternative by highlighting Bendigo Bank’s superior trust and customer satisfaction ratings, as well as its track record of putting the interests of customers first.

Andrew Twaits, executive of customer and partner engagement at Bendigo Bank, said: “The big four banks dominate the market for financial services, and this is largely because 70 percent of their customers think that no other bank can meet their needs.

“This is plainly wrong – at least as far as Bendigo Bank is concerned – so we’re running a campaign to set the record straight.

“’The better big bank’ campaign has two aims: to educate people about the strength of Bendigo Bank’s product offering and price competitiveness; and to remind people that we beat the big four on trust, customer service and putting the interests of customers first.”

AJF Partnership founding partner and executive creative director Andrew Foote said: “Bendigo Bank is known and loved for the support it provides to customers and communities all over Australia.

“Its position as a real contender to the big four – based on its core banking capabilities – is arguably one of banking’s best-kept secrets. ‘The better big bank’ campaign gives prospective customers compelling reasons to consider banking with Australia’s most trusted bank.”

The campaign includes a number of phases, launching with a focus on repositioning the bank’s brand around capability, scale and trust, followed by a focus on key banking products.

The multi-channel campaign will run across all channels and will be supported by a customer-facing staff commitment to the Bank’s customer value proposition.

CREDITS

Client: Bendigo Bank

Agency: AJF Partnership

Executive creative director: Andrew Foote

Creative director: Glenn Dalton

Senior art director: Dillon McKenna

Senior copywriter: Sandra Galiazzo

General manager: Jayne Brady

Senior account director: Sarah Dalli

Account manager: Emily Howat

TV production: Liesel Haug

Strategy: Jacqueline Witts and Christine O’Keefe

Animation: XYZ Studios

Music: Otis Studios

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AJF Partnership Bendigo Bank The better big bank