Case History Database

The ‘It’s Smart to Ask’ campaign was the most successful since Aussie’s launch in 1992. It worked because the advertising capitalised on anti-bank sentiment and identified a way of interrupting normal behaviour – of automatically going to your bank for a home loan. It achieved this by getting people to ask questions of their bank and of their own behaviour and offered Aussie as a compelling alternative. This increased consideration, broadened the appeal of the brand and resulted in record leads, settlements and a 20% increase in market share - a step change for the Aussie business.

	Author		Jon McKie
	Client Services Director		Shane Sinnott
	Planner		Mike Daniels
	Executive Creative Director		Simon Langley
	General Manager Marketing and Product		Stuart Tucker		Aussie
	Head of Marketing & Digital		Alex Crompton		Aussie