Bankwest launches brand platform targeting busy customers
Bankwest has unveiled a marketing campaign for its new brand platform, Just Enough Bank, aimed at customers seeking a straightforward digital banking experience.
The platform targets a segment of busy customers, primarily in their thirties and forties, who are looking for a simple and uncomplicated digital banking experience.
The launch followed “hundreds of hours” of testing with customers and non-customers, which revealed there is a significant demand for simpler, less complicated relationships with their bank.
Therefore, the platform aims to be uncomplicated and “genuinely useful” for its customers to meet the needs of a growing number of customers and brokers nationwide.
It is also designed to deliver a digital banking experience that truly stands out in the financial services landscape while supporting Bankwest’s national growth ambitions.
Jodene Murph, general manager customer, marketing and communications, at Bankwest, said: “Just Enough Bank is all about acknowledging that our busy customers are juggling busy lives and the many things they would rather be doing, so we want our digital experiences to not take up more space than they should.”
The new brand platform is backed by an integrated marketing campaign, developed and executed in partnership with EssenceMediaCom. The campaign will run across television, digital video, and out-of-home channels.