Bankwest gets on board Barefoot Investor’s buckets bandwagon

Bankwest has tapped into the “buckets” phenomenon championed by Barefoot Investor author Scott Pape.

The latest ad in the brand’s ‘Bank Less’ campaign was created by WPP AUNZ’s bespoke agency Union.

The ad refers to “this bucketing thing”. Pape advocates that consumers should create three “buckets” for their savings covering immediate needs, a safety net and long term wealth.

Featuring cartoon character Bryce saving for an overseas trip, the ad focuses on how the Bankwest app can help people “bucket” their money in nicknamed accounts.

Pape’s advice to his large consumer following is to save with the rival ING Savings Maximiser, which currently offers an interest rate of 2.3% to those who deposit at least $1,000 a month of their pay with the bank.

Both ING and Commonwealth Bank-owned Bankwest use shades of orange in their branding. However, the interest rate offered by Bankwest on its most similar account to the ING offering, the Bankwest Smart eSaver, is lower at 1.4%.

The ad follows the March launch of Bankwest’s brand campaign ‘Sea of Sameness’ which continued the bank’s call for ‘Less BS – Bank Stuff’.

Dean Hunt, Union’s creative director said in a press release: “Using the tagline ‘less fussing with your finances’, the new campaign idea supports Bankwest’s brand position of ‘Less Bank’ and gives a nod to the ‘bucketing’ trend by showing how much easier it is to do with the Bankwest App.”

The campaign will consist of two 30 second TVCs running on free to air television in Perth, Melbourne and Sydney. It will also be executed across digital, Facebook, Instagram and Snapchat.


Agency – Union:
Chief Creative Officer: Rob Martin-Murphy
Creative Director: Dean Hunt
Head of Art: Nathan Teoh
Digital Animator: Tracey Kim
Producer: Lauren Billingham
Integrated Strategy Director: Chelsea Wadsworth
Media Project Director: Timo Waldbuesser
Media Manager: Amy Rovira
Digital A&T Director: Jessica To
Digital A&T Manager: Adam Cartwright-Howell
Project Director: Jo Gibb
Project Director: Ally Kelly

Animation Studio – Buck:
Creative Director: Gareth O’Brien
Art Director: Sam Scopelliti
Executive Producer: Erica Ford
Producer: Jordan Howes
CG Lead: Elijah Akouri

Client – Bankwest:
Customer Communications Manager: Sophie Norwood
Senior Marketing Manager: Jocelyn Sandover


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