Independent agency Dig has unveiled a new integrated home loan campaign for Bendigo Bank, designed to position the bank as the trusted and approachable choice for Australians navigating one of life’s biggest financial decisions, whether they’re first home buyers, refinancers, or investors.
With many Australians feeling the pressure of today’s economic environment, the path to property can feel harder and more uncertain than ever. The insight driving the work is that finding a home loan can feel daunting and mechanical, often lacking the reassurance that comes with a human connection. The campaign ‘Bigger for getting you moving.’ brings to life a common feeling of being stuck when it comes to property goals, and shows how Bendigo Bank’s tailored support and real care help customers move forward with confidence.
The campaign builds on the ‘Bigger for You’ brand platform created by Dig in 2024 and continues to build on Bendigo Bank’s overarching positioning as ‘The Better Big Bank’. It includes 30-second and 3 x 15-second TVCs, alongside out-of-home and radio executions. The campaign launches nationally in early April.
David Joubert, chief creative officer at Dig, said the campaign was a natural next step for the brand. “There was a real opportunity to build on the strength of the Bigger for You platform, while bringing a fresh spin that reflects how people are feeling about home loans right now.”
Sarah Bateson, chief marketing officer at Bendigo Bank, said the work strikes the right balance between rational product benefits and human connection.
“With the current cost of living we know so many Australians feel stuck or anxious about their financial future and this campaign uses a simple yet engaging idea that clearly conveys both the practical drivers of our home loan offer and the human values that define Bendigo Bank. It shows that you can be a bigger bank and still make the experience feel genuinely personal,” she said.
Credits:
Bendigo Bank
Sarah Bateson, Chief Marketing Officer
Janet Thompson, General Manager Marketing
Sasha Rosman, Head of Brand, Strategy and Planning
Sagar Sheth, Senior Marketing Manager
Kate Sokulski, Senior Marketing Manager
Fiona Benjamin, Marketing Manager
Chelsea Downing, Customer & Market Insights Manager
Dig
Paul Rhodes, Chief Executive Officer
David Joubert, Chief Creative Officer
Peter Cerny, Chief Strategy Officer
Lisa Ramsey, Managing Director
Anneka Hosken, Account Director
Glenn Symmons, Copywriter
Kai Faulkner, Art Director
Jo Alach, Senior Producer
Production Company – Truce Production Co. Jeff Johnson, Director
Michael Ciccone, Executive Producer
Carla McConnell, Producer
Rachael Morrow, On Set Producer
Jess Chapman, Production Manager
Cam Mellor, 1st AD
Emerson Hoskin, Director of Photography
Joel Soh, Steadicam Operator
Frank Wood, Gaffer
Anthony Jarvis, Production Designer
Emily Stacey, HMUA
Benny Capp, Stills Photographer
Raechel Harding, Editor
Marcus Friedlander, Grade
Naomi Anderlini, Online
Echo Darling, Sound Design
Media – Nunn media
