As an integral part of Union, the bespoke Bankwest agency, we created and launched the bank’s bold and distinctive brand positioning, 'Bank Less'. It was driven by the fact that Australians don’t want more 'bank' in their lives - just one that is fair, simple and transparent.
The campaign, featuring charming animated characters, is squarely aimed at positively differentiating Bankwest in an increasingly homogenised industry, as well as countering the cynicism that people have towards banks in general.
More than just an advertising solution, Bank Less has become the brand’s mission. As Andrew Chanmugam, executive general manager, Bankwest Customer Experience, says “Bank Less is a driving force behind everything the organisation does. Bank Less means less complexity and less frustration for customers; it’s about assisting customers when and where they need us, as simply and seamlessly as possible. Bank Less is deliberately designed to be cheeky and capture attention, but it’s also a statement of intent about the experience we want customers to have each and every time they interact with us.”