Effies
Australia
Four big reasons to try number five
Agency
AJF GrowthOps
Client
Bendigo Bank
Awards
Bronze
Financial Services
Bronze
Challenger Brand
Summary
Throughout Australia’s Royal Commission into Misconduct in the Banking, Superannuation and Financial Services Industry, Bendigo Bank successfully took on a collective giant – the ‘Big 4’. Repositioning as the big bank that actually cares about its customers, Bendigo Bank simplified the complex market into a binary battle between the bullying ‘Big 4’ and the trusted number 5. It worked. The ‘Better Big Bank’ platform positively impacted perceptions of Bendigo Bank and brought in an incremental X customers. And with only X% SOV to the ‘Big 4’s’ X%, Bendigo Bank outperformed the ‘Big 4’s’ customer share growth of home loans by X%.
Case study
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Credits
| Head of Planning | Jacqueline Witts | ||||||||
| Head of Planning | Pieter-Paul von Weiler | ||||||||
| Executive Creative Director / Founding Partner | Andrew Foote | ||||||||
| Author / Strategy Director | Jill Cummins | ||||||||
| Strategy Director | Christine O’Keefe | ||||||||
| General Manager | Jayne Brady | ||||||||
| Senior Account Manager | Bonnie Olsson | ||||||||
| Account Manager | Emily Howat | ||||||||
| Planner | Daisy Atkins | ||||||||
| Creative Director | George Freckleton | ||||||||
| Creative Director | Galiazzo | ||||||||
| Creative Director | Dillon McKenna | ||||||||
| Senior Account Director | Sarah Dalli | ||||||||
| Executive Customer and Partner Engagement | Andrew Twaits | Bendigo Bank | |||||||
| Head of Brand, Media, Content and Marketing Services | Stacie Wright | Bendigo Bank | |||||||
| Senior Manager, Brand and Creative Services | Janet Thompson | Bendigo Bank | |||||||
| Head of Research and Performance Optimisation | Leigh Jeffery | Bendigo Bank |