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

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



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

 

Please login with linkedin to comment

AJF Partnership Bendigo Bank The better big bank

Latest News

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson
  • Advertising
  • Campaigns

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson

9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App
  • Advertising

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App

Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan
  • Marketing

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan

Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]

Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Reports: Google Draws The Ire Of EU (Again)

B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.

by B&T Magazine

B&T Magazine