Bankwest adds to ‘Bank Less’ platform with ‘Fearless Everyday’
Bankwest and its bespoke WPP integrated agency UNION have launched the latest everyday banking campaign, building on the ‘Bank Less’ brand platform.
‘Fearless Everyday’ serves to promote the upgraded benefits of Bankwest’s Platinum Debit Mastercard with an integrated campaign that addresses an audience that seeks to immerse themselves in new experiences, while still getting the best value out of their banking.
The ‘Bank Less’ platform was first launched by UNION in 2018, a year after the WPP AUNZ Group was appointed to handle Bankwest’s creative and communication account. The agency has continued to iterate the platform over recent years to promote new products, most recently adding it’s ‘Less Lazy Home Loans’ in May this year.
The new spot sees cat-loving Bankwest character Bernie embark on an ‘Indiana Jones’ style international adventure as she show audiences how she can live fearlessly with the Bankwest Platinum Debit Mastercard. Bernie navigates a Cairo bazaar searching for a handmade cat statue as a huge rolling boulder tears through the streets, smashing through foreign transaction and foreign ATM fees.
Steven Vilensky, Bankwest marketing manager, Everyday Banking, said: “As Australians, we define ourselves by our fun-loving, adventurous spirit. Our love of exploring beyond our own backyard is how we open ourselves up to living life with more freedom.”
“After a long period navigating life with restrictions, our customers can now take back their freedom, whilst making the most of their money. With travel back on the agenda, our campaign demonstrates what living fearlessly every day means for our customers – to make the most of their opportunities, wherever they may be. We join Bernie on an international quest as she too taps into her sense of adventure, living fearlessly every day with less fees.”
The new campaign will run across OOH, TV, BVOD, radio, social media and digital.
Credits
Bankwest:
Chief Customer Officer – Paul Vivian
Executive Manager, Go to Market – Monique Nicolls
Senior Marketing Manager, Everyday Banking – Kassandra Cunningham Marketing Manager, Everyday Banking – Steven Vilensky
Senior Manager, Customer Strategy – Mariko Aoki
Media Marketing Manager – Caroline Mitchell
Brand Manager – Lara De Carli
Integrated Agency – Union:
Client Partner – Daniel Bevins
Group Account Director – Manuella Perche Account Manager – Grace Marshall
Account Executive – Aaron Maher
Media Lead – Mary Storey
Communications Manager – Kendall Nicholls Digital Director – Tia Martinez
Digital Associate – Dylan Mazza
Chief Experience Officer – Sive Buckley Social Creative Lead – Lauren Mathieson Social & Motion Designer – Timothy Ho Senior Designer – Jenie Johnston
Animation Studio – BUCK
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