Bankwest and Union, its specialist WPP agency, continue to use their distinctive animation and family stories to stand out in a fiercely competitive market. They have launched their latest home ownership campaign with EssenceMediacom, We’ve got you. This family story adds a dash of hyperbole and a friendly bank manager on a motorbike.

The campaign is built on the fact that the property market isn’t easy to navigate. For many, it’s a confusing time no matter what step you’re taking; first home, next home, refinancing or investing. Bankwest aims to be an ally, reassuring Australians that with the right people and support by their side, it’s easier to achieve home-owning goals.

The full campaign covers TV, online video, out-of-home and social. It targets both current and aspiring homeowners with high-reach, high-impact environments have been prioritised to build broad understanding of how Bankwest supports homeowners.

Bankwest’s head of marketing, Rachel Mott, stated, “Bankwest is evolving to meet rapidly changing customer needs; we’re transforming our products and services to realise our vision to be a simple, easy bank for the Australian homeowner of today and tomorrow. 

“This campaign is born from the insight that consumers want their bank to be there in the times that matter during the home buying journey, providing them everything they need, and nothing they don’t. At Bankwest we demonstrate this through our brilliant people as well as our extensive broker network and their collective understanding and support of customers across the home owning journey.”

Jack Delmonte, creative director at Union’s creative partner, VMLY&R, added, “Buying a home, what a kerfuffle. Especially with everything that’s going on in the housing market today. It’s scary, it’s stressful, it really does feel like taking a giant leap. Hyperbolising that metaphor and watching the Bailey family fly across a ravine felt like the perfect way to capture the emotions of people going through the home buying journey. And showing just how much easier it can be with the wonderful people at Bankwest right there by their side.”

Credits:

Client: Bankwest
Head of Marketing: Rachel Mott
Executive Manager Go-To-Market: Monique Nicolls 
Executive Manager Strategy & Development: Chelsea Wadsworth
Senior Marketing Manager: Nicole Majstorovic
Marketing Manager: Daniel Hockaday
Senior Brand Manager: Marina Simmons
Brand Manager: Lara De Carli
Senior Manager, Marketing Strategy: Carly Rapley
Senior Manager, Marketing Strategy & Development: Mariko Aoki
Marketing Media Manager: Caroline Mitchell
Campaign Manager Social: Jamie Kho

Agency: Union
Client Partner: Daniel Bevins
Head of Strategy: Justin Monaghan
Group Account Director: Manuella Perche
Account Manager: Liam Windel
Media Lead: Mary Storey
Digital Director: Tia Martinez
Senior Communications Manager: Emma Bennett
Communications Manager: Kendall Nicholls
Digital Associate: Dylan Mazza
Digital Coordinator: Emily Park
Designer: Jenie Johnston
Animation: Buck

Creative Agency: VMLY&R
Chief Creative Officer: Paul Nagy
Creative Director: Jack Delmonte 
Art Director: Mick Pollard