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 most ambitious banks in the world.
Silver Lining
‘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 we need to ensure we remain top of mind (awareness) when people are considering switching banks. We also need to incite the emotion required to motive customers to switch.
In 2017 we ran a marketing campaign using real customers, called ‘The bank Australia needs’. This was the first campaign for Bank Australia where we focused solely on our purpose and values to differentiate us from other banks. Since then, we have worked hard to build awareness in the market that Bank Australia is a bank that balances profit and purpose to deliver positive social and environmental impact for people and planet.
This year we are refreshing the ‘Bank Australia needs’ campaign with new customers and updated messaging.
Using real customers in our advertising is an important way to build authenticity and trust. When you see “someone like me” sharing their experiences with an organisation, you are more likely to trust that message compared to a scripted message from a paid actor. Featuring real customers also creates a sense of community and advocacy, highlighting the power of collective action. The beauty of featuring our customers is that they resonate with our target market. This is because they can so clearly articulate the ethical and sustainable benefits of banking with us, which make up all the reasons why we are the bank Australia needs.
“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.”
Results
Overall campaign reach: 78% (10,123,531).
68 million impressions across digital channels.
Long-serving impact
This campaign was delivered by four B Corps.
Bank Australia
Silver Lining
Alchemy One
Good&Proper
As a collective we followed the steps recommended by Ad Net Zero.
Bank Australia and Alchemy One worked with Scope3 to measure the digital advertising footprint and reduce CO2 emissions from all media activity. From an initial pilot of twelve campaigns, eleven showed significant gCO₂PM reductions (video -26%, native -48%, display -17.8% % change in gCO₂PM). These results were announced at the Programmatic Summit in February 2024.
The static PVC skins from our last outdoor campaign are currently being upcycled into Tote and beach bags for Bank Australia customers; and as solarised sheets for Sustain and Greening Australia to keep the soil warm and weed-free for their respective farms.
Mumbrella’s Award for Sustainable Practices in 2024.
Shortlisted: Campaign Ad Net Zero Awards, Best Campaign for a Sustainable Behaviour Change APAC
Creative: Silver Lining Agency (B Corp)
Media: Bank Australia
Production: Good & Proper (B Corp)
Photography: Ben McNamara
Videography: Cameron Suttie
Producers: Taryn, Jo, Ella.
Studio: Canvan
Make-up:
Designer: Aimee Alta
Artwork: Jess
Sound: Jason Murphy, GASInc
Customer Talent: Stephen Choi, Kita Ashman, Isabelle Mason
Silver Lining
‘Your money has power’
Featuring real customers. People like you, 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 we need to ensure we remain top of mind (awareness) when people are considering switching banks. We also need to incite the emotion required to motive customers to switch.
In 2017 we ran a marketing campaign using real customers, called ‘The bank Australia needs’. This was the first campaign for Bank Australia where we focused solely on our purpose and values to differentiate us from other banks. Since then, we have worked hard to build awareness in the market that Bank Australia is a bank that balances profit and purpose to deliver positive social and environmental impact for people and planet.
This year we are refreshing the ‘Bank Australia needs’ campaign with new customers and updated messaging.
Using real customers in our advertising is an important way to build authenticity and trust. When you see “someone like me” sharing their experiences with an organisation, you are more likely to trust that message compared to a scripted message from a paid actor. Featuring real customers also creates a sense of community and advocacy, highlighting the power of collective action. The beauty of featuring our customers is that they resonate with our target market. This is because they can so clearly articulate the ethical and sustainable benefits of banking with us, which make up all the reasons why we are the bank Australia needs.
“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.”
Results
Overall campaign reach: 78% (10,123,531).
68 million impressions across digital channels.
Long-serving impact
This campaign was delivered by four B Corps.
Bank Australia
Silver Lining
Alchemy One
Good&Proper
As a collective we followed the steps recommended by Ad Net Zero.
Bank Australia and Alchemy One worked with Scope3 to measure the digital advertising footprint and reduce CO2 emissions from all media activity. From an initial pilot of twelve campaigns, eleven showed significant gCO₂PM reductions (video -26%, native -48%, display -17.8% % change in gCO₂PM). These results were announced at the Programmatic Summit in February 2024.
The static PVC skins from our last outdoor campaign are currently being upcycled into Tote and beach bags for Bank Australia customers; and as solarised sheets for Sustain and Greening Australia to keep the soil warm and weed-free for their respective farms.
Mumbrella’s Award for Sustainable Practices in 2024.
Shortlisted: Campaign Ad Net Zero Awards, Best Campaign for a Sustainable Behaviour Change APAC
Creative: Silver Lining Agency (B Corp)
Media: Bank Australia
Production: Good & Proper (B Corp)
Photography: Ben McNamara
Videography: Cameron Suttie
Producers: Taryn, Jo, Ella.
Studio: Canvan
Make-up:
Designer: Aimee Alta
Artwork: Jess
Sound: Jason Murphy, GASInc
Customer Talent: Stephen Choi, Kita Ashman, Isabelle Mason