Bankwest attempts to recapture the ‘fun’ in its brand with animated campaigns for payment rings and credit cards

Commonwealth Bank-owned Bankwest says it is going back to its “fun” roots which separate the brand from its more bland counterparts in the financial services market, with new campaigns promoting its credit cards and Halo Payment Ring.

The bank says the campaigns revive the fun tone and style it was previously known for, which will enable it to target the 18 to 45 year old demographic. 

https://www.youtube.com/watch?v=-_LnAkZlnEU&feature=youtu.be

The campaign features a 30-second TVC for the Halo Payment Ring and two 15-second ads for the bank’s credit card offering.

The television element of the campaigns will be supported by digital display, out-of-home (animation and static) and social.

The campaigns are the first work from WPP’s bespoke offering Union, which was created last year to service the Perth-based account.

WPP won the account last year, taking over from incumbent Host.

https://www.youtube.com/watch?v=VK1HcmM9pl4&feature=youtu.be

Ewan Mitchell, team leader at Union, said the creative challenge was to highlight the benefits of Bankwest’s products in a simple and compelling way.

“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,” he said. “We have brought a whole new visual style and a new TOV [tone of voice] designed to be simple and fun and stand out from the crowd, whilst bringing clarity to the benefits of the key products to life.”

https://www.youtube.com/watch?v=0M6D75j0ZqY&feature=youtu.be

Andrew Chanmugam, executive general manager of customer experience at Bankwest, added: “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.”

Credits:

WPP:
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

Production – Hogarth & The Brand Agency

Media – Ikon Communications