Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact
'Better Big Bank' was built on a communications blueprint identified using the Forethought Prophecy Thoughts & Feelings methodology. AJF Growth Ops used blueprint to shape the communications.
The campaign launched into a challenging market when banks were under tight scrutiny and consumer pessimism due to a Royal Commission.
Despite these challenges, the campaign delivered significant market share growth for Bendigo Bank which grew faster than the major bank competitors.
Consumer insight
Amplify the brand position with a strong Capability proposition to catalyze trust in the market and...