Digital agency Frank Digital, together with Regional Australia Bank, have launched their new site revealing a new brand (formerly Community Mutual) and web site.
Frank Digital was presented with the opportunity to re-create the digital presence of the Regional Australia Bank. Underpinned by the core values of Regional Australia Bank, the site focuses on ensuring that real world experiences connect with the online digital environment.
The goal was to position Regional Australia Bank at the heart of the community and demonstrate the integral role the bank plays in Regional Australia by its support of local initiatives and causes.
Darren Schaefer, chief marketing officer at Regional Australia Bank, said, “There is a tangible community spirit underpinning the economic prosperity and quality of life in Regional Australia – be it a small town or major regional centre.
“To be Regional is about to be connected with your communities. The site had to capture this connection and it needed to make the complex financial aspects of our brand simple. After all, things are easier in Regional Australia – that’s why we live here. So this connection and simplicity was critical for our site and we truly believe Frank Digital delivered on this.”
Built on the back of the Sitecore Experience Platform means that compelling personalised and immersive digital experiences can be delivered to their customers ensuring their experience is seamless. The platform enables the site to track user behaviours and serve them relevant content based on their previous actions.
Some key features include life stage grouping of products, a quick and easy comparison tool, and a search function enabling users to quickly locate contextual results.
“Clients often talk about wanting to make digital experiences feel more ‘human’. But to truly deliver a ‘human’ digital experience, there needs to be customer empathy holistically across an organisation, not just in a singular digital touch-point. Regional Australia Bank is a business that can truly deliver this through their entire customer experience.” Alex Moyse, strategy director, Frank Digital, said.
With the user remaining the key focus, the site was designed for Regional Australians to be totally connected. The new website is fully responsive across desktop, tablet, and mobile whilst also conforming to AA Accessibility standards providing equal access and equal opportunities for all users.
“The goal for this website is to operate as an extension of Regional Australia Bank’s branches – their online branch. It needs to maintain the same customer first, ‘always here to help’ mentality that has stood the test of time in Australia’s regional communities,” added Matt Barbelli, founder and creative director of Frank Digital.
Now as Regional Australia Bank, we have an enormous opportunity to extend their service and bring the Regional Australia Bank proposition to people all over the country, metro and regional alike. We are honoured to be on this journey with them.”
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