Bankwest has launched two new campaigns for its award-winning Bankwest Halo Payment Ring and Credit Card products, developed by Union, WPP AUNZ’s bespoke national group model created to service the Perth-based Bankwest account. These are Union’s first campaigns to market for Bankwest since the business was won following a competitive pitch last year.
The new campaigns have a particularly distinctive look for the category, aimed at cutting through the wallpaper that has become the financial services market in recent years. Aimed at the 18-45 market, the new creative platform differentiates Bankwest from the crowd and seeks to revive the fun tone and style Bankwest was traditionally recognised for.
The key campaign elements comprise a 30 sec TVC for Halo Payment Ring and 3 x 15 sec TVCs for Credit Cards, both supported by digital display, OOH (animation and static) and social.
Ewan Mitchell, Team Leader, Union said "The creative challenge was to highlight the benefits of Bankwest’s products in a simple and compelling way, so the decision was made by the creative team to make characters and animation the focus of the new direction."
Mitchell said: “We needed to ensure the creative balanced factual content with a sense of fun and simplicity - animation was the obvious choice to help us tell Bankwest's story in an uncomplicated and convincing way. We have brought a whole new visual style and a new TOV designed to be simple and fun and stand out from the crowd, whilst bringing clarity of the benefits of the key products to life.”
Andrew Chanmugam, Executive General Manager, Bankwest Customer Experience, said: “Bankwest is adopting new ways of working and embracing emerging technologies so we can respond rapidly to changing customer needs in this digital age, so it’s exciting to refocus the brand, revisit our creative roots and deliver great products and services our customers are telling us they want.”
The TVCs can be viewed here:
Halo – https://youtu.be/-_LnAkZlnEU
Halo launched in market earlier this month with credit cards in market as of July 15. Both campaigns will initially run for several weeks across all channels.
Paul Nagy – Chief Creative Officer
Derek Green – Executive Creative Director
Rob Martin Murphy – Executive Creative Director
Andrew Hankin – Associate Creative Director
Andy Cooke – Senior Creative Director
Paris Giannakis – Senior Art Director
Chris Johnson – Copywriter
Samantha Daley – Producer
Lauren Billingham – Producer
Ewan Mitchell – Client Services Director
Jo Gibb – Project Director
Rebecca Grapiglia – Project Manager
Animation/Production House – Buck
Production – Hogarth & The Brand Agency
Media – Ikon Communications
Union is part of WPP AUNZ, Australasia’s leading marketing communications group.