Bankwest taps into anti-bank sentiment with ‘Bank Less’ campaign
In a stark departure from traditional bank advertising – which tends to focus on friendly staff, community initiatives and how banks help people achieve their financial and personal goals – Bankwest has launched a campaign which acknowledges people’s ongoing frustrations with the institutions and why they’d rather ‘bank less’.
Created by Union, a WPP bespoke agency which services the Bankwest account, the campaign says Bankwest will give its customers “less hassle, less jargon and less bank stuff”.
Oh dear this is bad.
The creative department must have been at Cannes and strategy department had to take it on. Not their fault but it’s obvious the strategy undergarments are showing here.
God. What the happened with the creative?
I can see the strategic thinking that got them to the insight that a good bank experience and relationship is one kept at arms length; you do your job half decently I’ll be happy and get on with my life. But ‘Bank Less’ is genuinely odd and potentially a Vegemite 2.0.
Don’t eat it.
Well said blip! I thought exactly the same thing about the strategy showing.
Even after reading the article explaining the strategy and insight and watching the TVC, I still have no idea what “Bank Less” means. So what is Betty from Bankstown going to think it means when she only sees it on the side of a bus for two seconds?Unfortunately this well be forgettable work that only makes people go ‘huh?’