Westpac launches ‘We know how’ positioning
Ted Horton, who was hired in May as creative director for brand for Westpac, has unveiled his first work for the bank, which introduces the new slogan, “We know how”.
http://youtu.be/1tJe4rS_Ymo
The slogan replaces the line “We’re a bank that you can bank on”. The campaign was developed in collaboration with agency Lavender.
The campaign also includes an element to highlight the bank’s mobile banking offering.
http://youtu.be/zhRXyaDSHKQ
Another execution focuses on Westpac’s insurance offering.
http://youtu.be/_-hYqk5F-AQ
Boy, must be bad bank ad season.
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Yawn! How many cliches and stock footage can we pull together?
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actually. this is the work of genius. inspired strategic direction, and well executed.
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Wow, brand ad is exceptionally clunky. An uber rational ad with a shopping list of messages:
– Australia’s First Bank
– You know what you want
– Future is yours
– We know how
It doesn’t work at all, but there’s real potential in ‘We know how’. There’s a savviness at play that can be leveraged, as opposed to flogging another savings product. I’d be interested to see how this evolves.
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Just….awful
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Why do banks even bother advertising? They’re universally loathed for gouging as much and as often as they can and then they have the audacity to put out all this sickly warm and tender mummy and daddy stuff how much they love and care for their rorted customers. That ad where the bank manager at the barbecue is suddenly everyone’s best friend because he works for St George makes me want to throw up. Stick to the boring finance page ads announcing rates for fixed term deposits etc – but even those are usually only half the truth until you bother to read the small print.
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Who knew we now know how we knew then and know now.
Pure genius.
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Seriously… dull.
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It’s a wank you can bank on.
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oh dear…. nothing new here
west pac really are losing their way
what a shame
very little know how on show.
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Does anyone else hear voices in their heads?
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Duller than a liberal party conference in Dullsville. I know I m not the sharpest tool in the box but it took me 5 attempts to understand the headline in the SMH today. Huge spend in print since Eales took over, looks like he’s adopting the same media strategy as he used in DJ’s
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love the line – but execution is poor
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Very clunky…
Some of the press copy was appalling…
TVC is not very slick either…
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I saw this ad last night, and immediately wanted to switch banks. Embarrassing.
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Who is the guy in the Last ad… Delicious.
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…away from Westpac, that is.
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Um, I’m a Westpac customer, and now I’m slightly concerned that my money is being looked after by massive bogans. Or are these just ‘real Australians’?
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is the graphc at 37sec incomplete?
“you know what”
no what????
I am definetely in the wrong game if things like this can make to air.
Sloppy copy, she makes it sound like she was ther 194 years ago… then shes proud now and yesterday she wasn’t sure if 5 years ago was happening tomorrow.
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I think the line is great. It has tremendous campaign potential and can be developed into all elements of their business. So, as a marketing piece, what more could you want.
The point is, as a successful small business owner and Westpac customer of more than 20 years, I know it isn’t true. The idea that they are there for you and your needs as opposed their own…it’s a nonsense.
Every bank customer, of any bank, is going to say the same thing.
The best positioning and campaigns are negatively amplified when the reality is contrary to the position espoused.
Epic fail.
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Sounds like that’s a fail Mr. Eales. ‘There’s no other bank like Westpac’ might have been safer – at least you know it works.
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If this is the latest and greatest from a highly successful bank, then advertising just went backwards twenty years in Australia. Dismal!
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Better than Coles worse than Alliance
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I had the dubious pleasure to work on advertising for Westpac a few years back – it was frustrating that their brand team and agency kept coming up with the ‘new big thought & campaign’, doing one big burst, and then changing it all again six months down the line.
At a individual division/product/campaign level no one would make a decision and each time it went up a rank for approval, the brief changed. It resulted in confused executions.
Looks like nothing has changed.
Although the “we know how’ thought linked to depth of experience/how long they’ve been around has potential, the comms are a bit fragmented and not that easy to understand… and I work in advertising so spend longer than the average consumer looking at and thinking about work I see.
I just hope they stick to it for more than the first burst otherwise it’ll just make consumers even more confused about who they are, what they stand for, and why they should consider them…. at least Comm Bank are being consistent.
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The lead talent looks and sounds like a mass murderer. I imagine all those smiling faces are her victims. Vale smiling beach family. Vale token ethnic people. Vale…
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“….we were helping build Australia”
Oh dear, my cringe-O-meter went off the charts.
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I remained interested because I thought the first part was going to be a clever piss take. It seemed so awful it couldn’t be true. I was waiting for the punchline.
But it’s serious?! wtf.
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“We didn’t know then and we don’t know now” – is this the agency’s motto.
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Down down, no deeper to sink
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Who is that spunk in the third video? Phwoooar
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The guy in the last video reminds me of a guy I picked up in Sydney in Mardi Gras, think his name started with G…
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What a load of rubbish. That makes me embarrassed to be part of the advertising industry here in Australia. High school students could have done better.
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We know how now brown cow. Shit advertising.
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Words fail me. I want to stab my ears with knitting needles and gouge my eyes out with a rusty teaspoon whenever this comes on.
What is happening to the Australian ad industry? If Coles and Westpac – two of our biggest brands and biggest advertisers – happily sink to these depths then should we be asking ourselves why? Why is it that these great brands with so much resources at their disposal gravitate to such awful work? Is it because the clients are dumb? I dunno. Maybe they’re just nice people like you and me who want to do an honest day’s work then go home in the evening to watch Packed to the Rafters with their family, without worrying that the campaign idea they’re backing is going to upset someone further up the pecking order of the hive and put their livelihood and comfortable lifestyle at risk? Or that the agency is going to cause them grief by questioning and challenging them? Can’t things just be easy – surely they can? And lo, along cometh a (edited under Mumbrella’s comment moderation policy) hero to churn things out nice and easy so they can tick the boxes and get back to a nice happy life in the suburbs of the Lucky Country.
I’m trying to see the funny side, but it’s hard.
Advertisers of Australia – please stop wasting your time and money on this kind of drivel. It’s a false economy.
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