|Title||BANKWEST - BANK LESS|
|Product / Service||BANKWEST BANKING|
|Category||A09. Consumer Services / Business to Business|
|Entrant||VMLY&R Sydney, AUSTRALIA|
|Idea Creation||VMLY&R Sydney, AUSTRALIA|
|Idea Creation 2||UNION Sydney, AUSTRALIA|
|Production||SONG ZU Sydney, AUSTRALIA|
|Production 2||TURNING STUDIOS Sydney, AUSTRALIA|
|Paul Nagy||VMLY&R||Chief Creative Officer|
|Justin Schoenmaker||VMLY&R Sydney||Senior Copywriter|
|Bryce Waters||VMLY&R Sydney||Senior Art Director|
|Matt Barber||VMLY&R Sydney||Producer|
|Lavinia Leone||Union||Team Leader|
|Chelsea Wadsworth||Union||Integrated Strategy Director|
|Jo Gibb||Union||Project Director|
|Bec Grapiglia||Union||Project Manager|
In this Bank Less spot, our ‘presenter’ leads us on a journey of perfectly executed satire that challenges the clichés of bank advertising in radio. Speaking in the standard warm and authoritative voice, our ‘presenter’ exposes how banks use empathetic music, big promises and urgency to draw you in – while squeezing all the important info into the hyper-speed terms and conditions. This is all to portray exactly what Bankwest – a challenger bank in Australia – is not. Because haven’t we had enough of all this BS? The customers certainly have.
Banks are pretty unpopular in Australia these days. In fact ‘bank bashing’ has become a national sport, especially after a recent Royal Commission into bad banking behaviour. Consumer sentiment really couldn’t be much lower. When all we want is less jargon and less complication, banks just seem to want to talk about themselves and talk about how important they are in your life. With that in mind, the ‘Bank Less’ ad for Bankwest is driven by the key insight that Australians don’t want more ‘bank’ in their lives – just one that is fair, simple and transparent.
This is a bank ad… where we use use a warm, authoritative voice… to tell you about how we can turn that thing that you’ve been thinking about, into a reality. <music key change> But we’ll add urgency, because we can only do it now, for a limited-time… which, comes with loads of terms and conditions. <dramatic music stops> Aren’t you tired of all this… we are. At Bankwest, it’s bank less from now on. Less jargon, less about us, less … bank stuff. Bankwest. Bank Less. Terms-and-conditions-still-apply-but- we’re-really-trying-to-minimise-them. Promise.