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.
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