Dark Cloud
One of the main points of attraction for customers joining Bank Australia is that it’s 100% customer owned.
Bank Australia has struggled to articulate what it actually means to be customer-owned to their wider audience.
The season when the ‘Big Four’ banks hold their AGMs, hand out annual reports, downplay executive bonuses and announce their after-minimised-tax profits and shareholder dividends.
While the phrases used to describe all of the above are familiar, to most of us, they might as well be speaking another language. And there’s a reason for all that financial jargon.
To paraphrase the late George Carlin, that’s because it’s a big club…and we ‘aint in it.
Silver Lining
Bank Australia turns that reality on its head. As a customer of the bank, you have a say in how it operates and invests.
And that egalitarian structure gives Bank Australia permission (not that we need it) to turn the language of the financial industry back on itself… make some simple points about why we do business the way that we do.
To coincide with ANZ’s AGM on 27th October 2022, Bank Australia took out a full page ad (above) in The Age and Sydney Morning Herald.
This was supported with programmatic ands social advertising targeting financial content relating to the announcements.
At Bank Australia, the profits are used to benefit customers.
Silver Lining Agency
Creative Directors: Brendon Guthrie, Tim Haynes
Media Agency: Alchemy One
