Case History Database

In Aug 2009 Bankwest saw its MFI market share in WA fall and decided to renew its focus on its home state. We needed to take a bold approach to reconnect with West Australians, who felt the bank had abandoned them. Our WA4EVER campaign was designed to reassure that Bankwest had been and always would be part of the fabric of WA. We reversed the decline in market share, sold double the number of transaction accounts than our previous product only campaign and saw up to 400% increase in brand image measures. This campaign showed the dramatic effect an emotional brand campaign could have by reconnecting an audience with their local bank.

	Author		Carrie Booth		Host
	Head of Marketing		Paul Vivian		Bankwest