Bendigo Bank: Better Big Bank

Bendigo Bank, a retail banking company, improved brand salience in Australia by launching a series of TV spots, video and digital display ads as the results from the Royal Commission into Misconduct of the banking industry were set to be announced.

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...

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