Bankwest launches sea of sameness campaign by Union

15 March 2019

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Bankwest has launched a new installment of its Bank Less brand positioning continuing the brand’s call for less ‘Bank Stuff’ that first launched last year.

Bankwest has launched a new installment of its Bank Less brand positioning, with a new campaign going live this week developed by bespoke WPP AUNZ agency Union. 

Titled ‘Sea of Sameness’, the campaign continues the brand’s call for less ‘Bank Stuff’ that first launched last year. The latest campaign will be executed across a range of channels from this week with a 60, 30 and 15 second TVC, backed by cinema, social, inflight TV and Collect and Connect (Airport).  A 30-second radio spot will also run on spotify and digital radio. 

The campaign aims positively differentiate Bankwest in an increasingly homogenised industry and cynical consumer environment.  It was driven by the key insight that Australians do not want more 'bank' in their lives, rather, one that is fair, simple and transparent.

Commenting on the campaign, chief creative officer, Paul Nagy says: "Most banks approach advertising in the same way, often overstating their role in customers’ lives. Bankwest are communicating a different approach and have replicated stereotypical ‘banky’ scenarios often used in bank advertising to portray exactly what their brand is not.

“Banks are pretty unpopular these days - in fact, bank bashing is like a national sport.

“We all want less jargon and complication, but mostly banks seem to want to talk about themselves and how important they are in your life.” 

Executive general manager for customer experience at Bankwest ‘Bank Less’, Andrew Chanmugam, says it's not just a campaign, but is a philosophy the business was already living through initiatives, products and ways of working.

“Bank Less is a driving force behind everything the organisation does,” Chanmugam says.

“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 as possible. It 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.”

 

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