Bankwest tells customers ‘We’ve got you’ in home ownership campaign
Commonwealth Bank’s Bankwest is aiming to reassure customers and future customers navigating the perilous property market, in the bank’s latest home ownership campaign.
Created in partnership with Bankwest’s bespoke WPP agency, Union, and creative partner VMLY&R, the ‘We’ve got you’ campaign marks the continuation of the ‘Bank Less’ brand platform, telling Australians that with the right people and support, they can achieve their home-owning goals.
The campaign is led by a 30 second TVC that introduces ‘The Baileys’, who are buying their next home. The family are riding a tandem bike as they ride towards a ramp to make a leap above the many barriers of buying a home. As Bankwest home lender Bhavesh enters the picture in his motorbike, the family hops into his sidecar, and he helps the family get across the jump to their new home.
The creative has been brought to life in an integrated campaign across TV, online video, out-of-home and social. The work is aimed at both current and aspiring homeowners, and prioritises high-reach and high-impact environments to build broad understanding of how Bankwest supports homeowners.
Bankwest’s head of marketing, Rachel Mott, said: “Bankwest is evolving to meet rapidly changing customer needs; we’re transforming our products and services to realise our vision to be a simple, easy bank for the Australian homeowner of today and tomorrow.
“This campaign is born from the insight that consumers want their bank to be there in the times that matter during the home buying journey, providing them everything they need, and nothing they don’t. At Bankwest we demonstrate this through our brilliant people as well as our extensive broker network and their collective understanding and support of customers across the home owning journey.”
Jack Delmonte, creative director from Union’s creative partner VMLY&R, added: “Buying a home, what a kerfuffle. Especially with everything that’s going on in the housing market today. It’s scary, it’s stressful, it really does feel like taking a giant leap. Hyperbolising that metaphor and watching the Bailey family fly across a ravine felt like the perfect way to capture the emotions of people going through the home buying journey. And showing just how much easier it can be with the wonderful people at Bankwest right there by their side.”
Credits
Bankwest
Head of Marketing – Rachel Mott
Executive Manager Go-To-Market – Monique Nicolls
Executive Manager Strategy & Development – Chelsea Wadsworth
Senior Marketing Manager – Nicole Majstorovic
Marketing Manager – Daniel Hockaday
Senior Brand Manager – Marina Simmons
Brand Manager – Lara De Carli
Senior Manager, Marketing Strategy – Carly Rapley
Senior Manager, Marketing Strategy & Development – Mariko Aoki
Marketing Media Manager – Caroline Mitchell
Campaign Manager Social – Jamie Kho
Union
Client Partner — Daniel Bevins
Head of Strategy – Justin Monaghan
Group Account Director – Manuella Perche
Account Manager – Liam Windel
Media Lead – Mary Storey
Digital Director – Tia Martinez
Senior Communications Manager – Emma Bennett
Communications Manager – Kendall Nicholls
Digital Associate – Dylan Mazza
Digital Coordinator – Emily Park
Designer – Jenie Johnston
Animation – Buck
VMLY&R
Chief Creative Officer — Paul Nagy
Creative Director – Jack Delmonte
Art Director – Mick Pollard
Have your say