Bankwest calls for less bank in its newly launched brand campaign via Union

Bankwest Characters (1).jpgBankwest has launched a new, bold and distinctive brand positioning called 'Bank Less', aimed at positively differentiating themselves in an increasingly homogenised industry and cynical consumer environment. The campaign has been 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 week throughout OOH, press, digital and social, utilising strong 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.


melbourne_in situ (1).jpgPaul 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 howWPPUNI0003_EmporiumMelbourne-Portrait_384x624px_1[1][3] (1).jpg Australians felt about banking.

Says Nagy: "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.

"Consumers want their bank to do what it should do, 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 the brand 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.WPPUNI0003_GeneralHomes-M5-Jnct_1888x448px_R3[2][3]_Page_1.jpg

Says Chanmugam: "Bank Less is a driving force behind everything the organisation does.WPPUNI0003_GeneralHomes-M5-Jnct_1888x448px_R3[2][3]_Page_2.jpg 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 asWPPUNI0003_GeneralHomes-M5-Jnct_1888x448px_R3[2][3]_Page_3.jpg 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."

Client: Bankwest
Agency: Union
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
Ewan Mitchell - Client Services Director
Chelsea Wadsworth - Integrated Strategy Director
Jo Gibb - Project Director
Rebecca Grapiglia - Project Manager
 
Brand Animation House:
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
 
Social Animation:
Marcus Tesoriero - Executive Creative Director
Dean Hunt - Creative Director
Nathan Teoh - Senior Art Director
Tracey Kim - Illustrator and Animator
Lauren Billingham - Producer

Media agency: Ikon Communications
 
Production companies: Hogarth and The Brand Agency

9 Comments

TK said:

I love the campaign tone, art direction and brand positioning. Well done all. And hats off to Bankwest for doing something a little out of the box for something as 'serious' as banking.

Phil said:

Thanks TK, now go back to your marketing job at Bankwest. Too much BS is right!

@Phil said:

Lol Im a senior art director / CD, but sure, ok.

Anna said:


You guys - what a cracker! 6 creative directors and no one questioned why your social video is 1 minute long. Who's watching that?


Otherwise, I quite like it.

AD guy said:

Who decided to put a drop shadow on the type...

Motionlab said:

Love these animations from Buck! Well done guys...

Model said:

All those people work for different agencies. What is Union?

So said:

Nobody thinks that Bank Less is a way that someone who hates you would talk about your product?

Not withstanding the production values being amateur.. The strategy is actually smart, but not from a complex, CommBank owned huge bank with no differentiation at the product or experience layer..

Total madness!

Henry Innis said:

Brilliant campaign. This will work. Props to Paul as I know you would have worked hard on this one old mate!

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