Australian retail bank Bendigo Bank has launched an integrated home loan campaign in collaboration with agency Dig, as lenders respond to the growing consumer anxiety around the cost of living and property decisions.
Running nationally since early April, the campaign covers TV, radio and out-of-home channels – building on the bank’s ‘Bigger for You’ platform. It aims to reassure and guide prospective buyers and refinancers who feel ‘stuck’ in the current market.
The launch comes as banks and lenders compete more aggressively on both rates and service, with brand positioning increasingly focused on building trust and improving the customer experience rather than price alone.
David Joubert, chief creative officer at Dig, said the work reflects current sentiment in home lending.
“There was a real opportunity to build on the strength of the Bigger for You platform, while bringing a fresh spin that reflects how people are feeling about home loans right now,” he said.
Sarah Bateson, chief marketing officer at Bendigo Bank, added that the campaign aims to balance functional and emotional messaging.
“With the current cost of living we know so many Australians feel stuck or anxious about their financial future… it shows that you can be a bigger bank and still make the experience feel genuinely personal,” she said.