Defence Bank shows its support for service personnel across all stages of their lives in new campaign
Defence Bank, the financial institution founded for members of the Australian Defence Force and its wider community, has launched a campaign to show members can count on the bank at every stage of life.
The TVC shows a man laying out his possessions on his bed, starting with his military uniform, his wedding suit, house keys, baby bottles and finally a child’s school uniform. Together the items show the progression of the man’s life.
The TVC will run in Canberra and Townsville on free to air TV across Nine, Seven, Ten and SBS.
Earlier this year a video was launched online telling the story of David, who was diagnosed with depression and anxiety following an injury while posted in Singapore, and his Defence Communities assistance dog Winnie.
Defence Bank has revealed that in the last financial year it experienced a net profit after tax of $10.04m, an increase of 2.5% on the previous year.
David Marshall, CEO of Defence Bank, commented that the results validated the bank’s people led, technology enabled strategy.
“The result is pleasing as it demonstrates our ability to deliver sound financial results, no matter what the operating environment, allowing us to keep investing in better products and services for our Members benefit. It also validates our people led, technology enabled strategy,” Marshall said.
“History shows that large multi-year technology transformation programs seldom deliver the promised benefits to members or employees, nor do they deliver the financial gains. As such we have a people led, technology enabled business.”
“Defence Bank is really beginning to see the benefits of this strategy and is positioned well for the future low-interest rate environment. We’re relentlessly focused on reducing the effort our members make in doing their day-to-day banking. It’s about doing the basics better than anyone else and remaining relevant to our unique Member base. Members don’t want fancy marketing campaigns, buzzwords and reams of fine print. They just want things to be straight-forward and down to earth,” he explained.
Credits
Client: Defence Bank
Agency: White Grey
Director: Max Miller
Production co: Milk Films
Sound: Bang Bang
Music Supervision: Level Two Music
Executive Manager Marketing: Michael O’Reilly
Brand Creative Director: Barry Robinson
