‘We’re better for you’: Bendigo Bank launches brand campaign via Dig
Bendigo Bank and creative agency Dig have joined forces to launch the ‘Better Big Bank’ campaign that reinforces Bendigo Bank as a challenger brand.
The campaign features real-life scenarios that aim to show that Bendigo Bank is approachable and cares about the people and communities it serves.
Dig founder Paul Rhodes said Bendigo Bank has an ethos very much aligned with that of Dig.
“We are thrilled to be working with the team at Bendigo Bank, delivering a campaign that brings to life their big bank experience with human values,” he said.
The campaign’s Bigger For You concept reinforces the idea that Bendigo Bank is better from both an experience and impact perspective, creating a win-win for customers.
Dig chief creative officer David Joubert explained the campaign’s approach: “We wanted to remind Australians that there is another big bank out there. One that’s better because it is bigger for the things that matter most to customers. Bendigo Bank isn’t just big, it’s bigger for you.”
To bring the authenticity of the Bendigo Bank brand to life, the production team at Dig, along with production company Truce, steered clear of the typical bank ad clichés.
Bendigo Bank general manager Sarah Bateson said the continued focus on what really matters to customers is why we’re consistently voted Australia’s Most Trusted Bank and this comes through in the campaign.
Launched on May 19, the campaign runs across various formats, including cinema, TV, digital, OOH, social, and through the bank’s retail network.
Dig was appointed as the lead creative agency for Bendigo Bank after a competitive pitch in 2023.
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