Bankwest unveils new campaigns via Union for Halo Payment Ring and Credit Card products

Screen Shot 2018-07-23 at 7.57.41 am.jpgBankwest 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.

Bernadette_Print med res.jpgBarney_Print med res.jpgThe 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 brenton_print med res.jpgBrittany_Print med res.jpgand compelling way, so the decision was made by the creative team to make characters and animation the focus of the new direction.

Says Mitchell: "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."

Says Andrew Chanmugam, executive general manager, Bankwest Customer Experience: "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."

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.

Agency - Union
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
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 - Hogarth & The Brand Agency
Media - Ikon Communications

5 Comments

Definitely a Union effort said:

5 Creative Directors?

Motionlab said:

Awesome work Buck!

Captured my attention said:

Rate this highly.

Quality said:

Nice work Paris.

@Definitely a Union effort said said:

@Definitely a Union effort said
Someone's gotta win the p*ssing contest...

Really nice creative and execution.
Seems to be all the rage for brand/ product [re]positioning at the moment (FuneralBooker/ Beyond)

From a product point of view, it would be interesting to understand how the 'Halo' ring edged out other wearables like Apple Watch, if it was even an option; are all the banks still boycotting Apple over the NFC thing?
The Kerv ring is a great idea, but does it do all the things? Is that what people want still?

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