Abacus Australian Mutuals launches first fully integrated ‘Balance Banking’ campaign via LOUD

LOUD today launches the first, fully integrated campaign for client, Abacus Australian Mutuals. The “Balance Banking” campaign is designed to change the face of banking in Australia.

The current banking system is heavily out of balance, with Federal Government regulation favouring the big banks. This campaign will lobby for change to address that imbalance by creating a national debate aimed at driving an independent review of Australia’s banking system.

Recent research has highlighted that since the GFC, the big four banks enjoy many advantages. The latest report shows Australians are particularly concerned about the increasing concentration of ownership by the big four, the lack of competition, and excessive profits, resulting in 2 out of 3 wanting an independent inquiry.

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·      Almost 80% believe the big banks make excessive profits

·      65% say there is not enough competition in the Australian banking system

·      71% agree the big four banks have an unfair advantage in the mortgage market

LOUD’s campaign uses outdoor, print, SEO, SEM and member engagement strategies, and public relations that all lead to an online portal.

The site will become the activation centre where Australians can voice their concerns, share their stories and participate in the campaign online.

A social media campaign encourages Australians to take to Twitter and Facebook, sign up for regular newsletters, vote on website polls and make comments about their banking experiences.

Says Mark Degotardi, head of public affairs at Abacus: “The current system needs to change to give Australians a real and viable choice in their banking. This campaign will galvanize customers and our members on this vital issue.”

Says Joe Van Trump, creative director at LOUD: ‘We designed the campaign to rally people behind a movement to balance banking in Australia. The cold, hard facts regarding the state of the finance sector are presented in a visually compelling way that will inspire debate.”

Says Russell Naughton, LOUD director of strategy and innovation: “People feel very strongly when the scales are tipped against them in this way. It’s like a David and Goliath analogy.”

The campaign launches today, with new campaign elements being continually introduced. It is scheduled to run up until the election in September

Australians can join the campaign online and read the consumer research findings here.

Joe Van Trump: Creative Director

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