Bank Australia and creative agency Common Ventures have launched a new integrated campaign this week that puts Bank Australia’s customers in the spotlight. By sharing and amplifying the bank’s customers, this campaign gives a voice to a diverse range of Australians and delves into who they are and why they bank with Bank Australia.
Bank Australia’s Head of Marketing, Nicole Hunter said that the campaign builds upon the progress that has been made through ‘The bank Australia needs’ campaign which launched in 2017.
“The strategy for this new campaign was shaped by the insight that our customers are passionate advocates for Bank Australia. This campaign amplifies the power and reach of customer advocacy by providing a greater platform for them to share their beliefs and explain the positive impact you can create, simply by aligning your banking with your values,” she said.
“We know that there is a growing market of socially conscious consumers who support purpose driven brands and this group forms our primary target audience. When they become aware that the money in their bank is potentially being invested in things that cause harm, this conflicts with their values.”
Extending upon this insight every part of the customer’s story, their core beliefs, detailed illustrated portraits and their personal handwriting all became pivotal elements of the campaign, said Jane Burhop, Creative Director of Common Ventures.
“For the campaign to be a success, we had to give weight to what ‘The People Australia Needs’ actually means. Who are they? Why do we need them? How are they different from everyone else? To put it simply, Australia needs good people who act on their beliefs,” she said.
“By focusing on an individual’s belief system, the campaign allows us to naturally reveal the contradiction between someone’s intentions, morals and self-perception and their current bank of choice. The campaign’s goal isn’t to convince people to be good, but to make them aware that their everyday decisions and actions, like where they choose to bank, can have a big impact on the future.”
The campaign launches with three ‘hero’ customers with additional customers and their stories rolled out in the coming months. Together, Bank Australia and Common Ventures worked closely with media agency, Alchemy One to roll the integrated campaign out nationally. The campaign includes out-of-home, video on demand, paid and owned social channels, digital display, content partnerships and the customer’s own personal and business profiles.
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