Bendigo Bank redefines big in its latest ‘Bigger than a bank’ campaign via McCann Australia
Bendigo Bank is repositioning itself as “Bigger than a bank” in a new campaign from McCann Australia.
While Bendigo Bank has already established itself as community focused, this campaign focuses more on the home loans, the credit cards and the business products that earned it the title ‘Australian Business Bank of The Year – customer satisfaction’ three years running from Roy Morgan Research’s Customer Satisfaction Awards.
The campaign launches with a 60-second TV commercial, and continues with outdoor, press, online, radio and in-branch executions, which show customers that Bendigo Bank is bigger than the rest when it comes to things like setting up a home, launching a business or supporting and giving back to a community.
This marks another step in the Bendigo Bank success story, which has seen it evolve into the 5th largest bank branch network in Australia. Bendigo Bank has more than 6,500 employees, who serve about 1.5 million customers in 600 communities Australia-wide.
Says Pat Baron, creative director at McCann Melbourne: “It’s an exciting time for Bendigo Bank and this launch campaign is just the beginning of bigger things to come.”
The integrated campaign launches nationally today, during the launch of the Bendigo Bank-sponsored MasterChef Season 6 on Network Ten.
Executive Creative Director: John Mescall
Creative Director: Pat Baron
Copywriter: Jim Taylor
Art Director: Chris Shoolman
TV Producer: Chelsea Nieper
Group Account Director: Jacki Currie
Account Director: Louisa Webb
Account Executive: Alex Haigh
Production Company: Finch
Director: Nic Finlayson
Post Production: The Butchery
Bendigo Bank
Head of Marketing & Communications: Owen Davies
Senior Marketing Manager: Heather Wallace
3 Comments
As boring as Bendigo… in idea and execution.
This is good. Doesn’t promise the world – it simply shows the brand has a bigger purpose than just money. Lots of banks might claim that, but few, if any, have Bendigo’s ‘community’ heritage that makes it a truth. As McCann’s used to say, “Truth Well Told”.
Why in the tv ad do they say bigger than Coffs Harbour? Are those girls famous from Coffs?