Dark Cloud
Other banks could be harming the planet by investing in coal, gas or oil.
Known for its positive impact on people and the planet, Bank Australia’s headline climate action commitment to achieve net zero carbon emissions by 2035 places it as one of the most ambitious banks in the country, and equal to the most ambitious banks in the world.
The number 1 reason customers bank with Bank Australia is that their values align with those of the bank; and as a customer-owned bank, they have a say on where the bank invests their money.
Silver Lining | The bank Australia needs
Your money has power.
Featuring real customers who care about others and the world. Because the more customers who join, the more positive impact we can create together.
Bank Australia’s aspiration is to be the leading purpose-driven bank in Australia. One way to help achieve this goal is through the acquisition of socially aware Australians. To acquire the target market and to ensure Bank Australia remains at the top of mind, there is a need to incite emotion to motivate customers to switch.
In 2017, Bank Australia ran a marketing campaign using real customers, called ‘The bank Australia needs’. This was the first campaign for Bank Australia, where they focused solely on their purpose and values to differentiate from other banks. Since then, Bank Australia has worked hard to build awareness in the market that they are a bank that balances profit and purpose to deliver positive social and environmental impact for people and the planet.
Featuring real customers creates a sense of community and advocacy, highlighting the power of collective action. They can also clearly articulate the ethical and sustainable benefits of banking, which make up all the reasons why Bank Australia are the bank Australia needs.
The campaign runs across connected TV, social, web, press, digital display and out-of-home.
Read here about the behind-the-scenes making of this campaign by three B Corps.
Results
The campaign is performing 400% above the banking and finance category*.
Media metrics: 5.5 million completed views across TV screens, Brand lift: Strong lift in Ad Recall (+4pts) and Brand Awareness (+2pts) above benchmark: Consideration and Favourability both up (+3pts). Purchase Intent saw a significant uplift (+10pts). Key perceptions jumped: trusted bank (+15pts), ethical bank (+7pts), positive impact (+9pts). Creative landed strongly, especially across the socially conscious target market – clear, engaging and bringing the “ethical bank” message to life, with above-benchmark branding and solid action intent.
60% of those exposed to ads will take action. 70% positive response to the creative benchmark is 58%. Importantly, Purchase Intent was also lifted strongly amongst the environmentally conscious group (+10%pts - significant), along with Key Brand Perceptions of trusted bank (+15%pts), ethical bank (+7%pts) and offers products that make a positive impact (+9%pts) – a strong result 22-44s also resonated well with the activity. New transaction account opens from new Bank Australia customers were up YoY in January (22%), February (28%) and March (36%) during the campaign period. There was a 32% increase YoY in new Bank Australia customers opening Bonus Saver accounts over the three months the campaign was in market. *Mutinex.
“We are so fortunate to have partnered with Silver Lining. Their model is really different and entirely refreshing. But most of all, they are super nice, clever, amazing people that we honestly love working with.”
Creative: Silver Lining Agency (B Corp)
Media: Bank Australia, Fashion Journal
Production: Good & Proper (B Corp)
Photography: Ben McNamara
Videography: Cameron Suttie
Producers: Taryn Stenvi, Jo Hardy, Ella Wright
Studio: Camvan
Make-up: Natalie Jane
Designer: Aimee Alta
Artwork: Jess Elliott
Sound: Jason Murphy, GASInc
Customer Talent: Noah daCosta, Elyssa Park, Dylan James Todd, Milly Graham, Genevieve Callaghan, Peter Rickards, Rachel Politt, Lynette Peters, Cloe Sophia, Thomas Quick, Stephen Yiug, Behzad Ansarinejad, Julide Turker, Mahin Shirazi, Miranda Choo, Patrizia Pollard, Henry Choo, Leila Naran.