IT ALL STARTS WITH SPIRIT
Ordinary people. All making a difference. All aligning their values. All customers of Bank Australia.
THE PEOPLE AUSTRALIA NEEDS
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Ordinary people. All making a difference. All aligning their values. All customers of Bank Australia.
THE BRIEF
Disenchanted with the lack of government leadership on climate action and unethical banking practices, Australians are looking for ways to take personal action to help create the world they want to live in.
How can we make socially conscious Australians aware that where you choose to bank matters?
THE INSIGHT
Bank Australia customers are passionate advocates for the brand.
THE IDEA
We hand the brand over to its customers and focus on their beliefs.
The People Australia Needs placed a diverse range of socially progressive Australians in the spotlight. Using seven real Bank Australia customers, multiple interviews were conducted to determine each customer’s core belief, personal story, and lightbulb moment when they realised their money was sitting with a bank that potentially invested in harm.
THE IMPACT
The bank received 2,664 customer acquisitions in the first month of the campaign going live and 24,625 new customers in FY 21. Due to this amount of new customers and based upon the average Australian's savings*, an estimated 52 million+ divested away from harmful industries*. (*According to 2021 figures from Finder, the average Aussie has $28,426 in savings)
THE PLACEMENTS
From TV & social to performance digital and even paid media partnerships – we tailored each message to suit the tone and expectations of that channel or audience.
