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Bankwest has launched its new brand platform, “Just Enough Bank”, with the platform promising to deliver uncomplicated and genuinely useful experiences for customers, aligning with Bankwest’s national growth ambitions.
According to Bankwest, the campaign targets busy Australians, particularly those in their 30s and 40s, who are seeking a simple, user-friendly banking experience.
It marks a fresh chapter in Bankwest’s evolution, as it positions itself as a challenger in the digital banking space.
Bankwest general manager customer, marketing and communications, Jodene Murphy, said: “We’re incredibly excited to launch Just Enough Bank, reintroducing Bankwest to Australia as a digital challenger with a distinct proposition.
“Our ambition is to be Australia’s favourite digital bank, and we aspire to achieve that by delivering the uncomplicated and genuinely useful experiences customers have told us they want – and that is at the heart of Just Enough Bank.”
Murphy said that the aim is to offer a digital banking experience that stands out in the competitive Australian financial services landscape.
She said: “Our aim is to create a digital banking experience that truly stands out in the Australian financial services landscape, and which is designed to meet the needs of a growing number of customers and brokers nationwide.”
The development of the new platform was driven by Bankwest’s strong co-design philosophy, which involved extensive customer feedback.
"We’ve conducted hundreds of hours of testing with customers and non-customers across Australia and we know there’s a significant segment of the market looking for a simpler, less complicated relationship with their bank,” Murphy said.
According to Bankwest, many Australians want a banking experience that doesn’t dominate their lives.
Murphy said: “These Australians are telling us they want just the right amount of bank in their lives, one that’s working hard behind the scenes to help them manage their money, while they focus their time on what’s important to them.”
The platform, designed to be simple yet impactful, is especially aimed at Australians who lead busy lives. Murphy 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 campaign also highlights the creative work of Bear Meets Eagle On Fire, with Murphy praising the collaboration: “We’ve loved working with Micah and the team at Bear Meets Eagle On Fire to bring Just Enough Bank to life. They understood the unique challenge and opportunity to help us take the iconic brand of Bankwest with a 130-year history and tell its new chapter on a national stage.”
The launch is supported by an integrated national marketing campaign, which was planned and implemented by Bankwest’s media agency partner, EssenceMediaCom.
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