• Ikon Sydney L4, 1 Kent Street
    Millers Point NSW 2000
    Tel: +61 (2) 9290 7500
  • Ikon Melbourne L25, 2 Southbank Boulevard
    Southbank VIC 3006
    Tel: +61 (3) 9633 7200
  • Ikon Brisbane Level 3, 100 McLachlan Street
Fortitude Valley QLD 4006

    Tel: +61 (7) 3308 5900
  • Ikon Auckland Level 10, 22 Fanshawe Street
    Auckland CBD
    New Zealand
  • Sydney

    Bank Less

    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.”

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