Bankwest this week launches a new, bold and distinctive brand positioning called ‘Bank Less’, aimed at positively differentiating themselves in an increasingly homogenised industry and cynical consumer environment.
Developed by bespoke WPP AUNZ agency Union, the new ‘Bank Less’ positioning is driven by the key insight that Australians do not want more 'bank' in their lives - just one that is fair, simple and transparent.
‘Bank Less’ will be executed across a range of channels from this weekthroughout OOH, press, digital and social, utilisingstrong headlines such as ‘Less BS. That’s right, less Bank Stuff’. It is also backed by a supporting product campaign that uses 3D animation, also developed by Union and launched in July.
Paul Nagy, Chief Creative Officer, Y&R (who worked on the campaign as part of Union) said extensive consumer research was undertaken to develop a brand positioning that not only stayed true to Bankwest's brand personality, but directly addressed how Australians felt about banking.
“This is not a play-it-safe brand position for Bankwest. They could have flown under the radar but Bankwest recognises that this is what people want and deserve right now from banks,” he explained. “Consumers want their bank to do what it shoulddo, seamlessly and without complication, and play the right role in their lives - by playing a smaller one. We’ve reflected that creatively by using some of the insights gained during our research in a fun and playful way, but also one that shows thebrand to be more open and more transparent so that their customers can enjoy a simple, uncomplicated banking relationship.”
Andrew Chanmugam, Executive General Manager, Bankwest Customer Experience, said ‘Bank Less’ was not just a campaign but a philosophy the business was already living through initiatives, products and ways of working.
“Bank Less is a driving force behind everything the organisation does,” he said. “Bank Less means less complexity and less frustration for customers; it’s about assisting customers when and where they need us, as simply and seamlessly as possible. Bank Less is deliberately designed to be cheeky and capture attention, but it’s also a statement of intent about the experience we want customers to have each and every time they interact with us.”
Social video - https://youtu.be/KSSvdp-iWsw
Brand Pre-roll - https://www.youtube.com/watch?v=huKz5gAdod4
Credit Cards TVC: https://youtu.be/0M6D75j0ZqY
Paul Nagy – Chief Creative Officer
Rob Martin Murphy – Executive Creative Director
Derek Green – Executive Creative Director
Andrew Hankin - Associate Creative Director
Andy Cooke - Senior Art Director
Paris Giannakis – Senior Art Director
Marcus Tesoriero – Executive Creative Director
Dean Hunt – Creative Director
Nathan Teoh – Senior Art Director
Tracey Kim – Illustrator and Animator
Lauren Billingham - Producer
Ewan Mitchell - Client Services Director
Chelsea Wadsworth – Integrated Strategy Director
Jo Gibb – Project Director
Rebecca Grapiglia – Project Manager
Director - Buck
Creative Director - Gareth O’Brien
Executive Producer - Erica Ford
Associate Creative Director - Lucas Brooking
Art Director - Luke Saunders
Producer - Jordan Howes
CG Leads - Michael Lampe, Elijah Akouri
Production companies: Hogarth and The Brand Agency
Media agency: Ikon Communications
Unionis part of WPP AUNZ, Australasia’s leading marketing communications group.