Bendigo Bank reminds Aussies there’s another big bank out there in new campaign via Dig
Bendigo Bank has partnered with independent creative agency Dig to launch a new campaign, its first new brand campaign in years, designed to evolve the ‘better big bank’ and reinforce Bendigo Bank as a challenger brand. Dig was appointed as the lead creative agency after a competitive pitch in 2023.
Says Paul Rhodes, founder at Dig, a B Corp accredited agency: “Bendigo Bank has an ethos very much aligned to that of Dig. We are thrilled to be working with the team at Bendigo Bank, delivering a campaign that brings to life their big bank experience with human values.”
The campaign’s ‘Bigger for you’ concept reinforces the idea that Bendigo Bank is better from both an experience and impact perspective, creating a win-win for customers.
David Joubert, chief creative officer at Dig explains the campaign’s approach: “We wanted to remind Australians that there is another big bank out there. One that’s better because it is bigger for the things that matter most to customers. Bendigo Bank isn’t just big, it’s bigger for you.”
To bring the authenticity of the Bendigo Bank brand to life, the production team at Dig, along with production company Truce, steered clear of the typical bank ad clichés. Instead, they used real-life scenarios and storytelling that feels down-to-earth and relatable. The aim is to show that Bendigo Bank is approachable and truly cares about the people and communities it serves.
Says Sarah Bateson, general manager of marketing at Bendigo Bank: “The continued focus on what really matters to customers is why we’re consistently voted Australia’s Most Trusted Bank, and this comes through in the campaign.”
The campaign launches on 19th May, across cinema, TV, digital, OOH, social, and through the banks retail network. Partnering Dig on the launch have been Nunn Media responsible for bringing to life the campaign across paid channels.
Bendigo Bank
Sarah Bateson, General Manager, Marketing | Consumer Banking
Janet Thompson, Head of Brand, Media, and Content
Sasha Rosman, Senior Manager, Brand Strategy and Content
Clare Kerlin, Brand & Marketing Manager
Chelsea Downing, Customer & Market Insights Manager
Jacinta Wright, Creative Director
Madison Emes, Account Manager
Deborah Bird, Media Liaison
Dig
Paul Rhodes, Chief Executive Officer
David Joubert, Chief Creative Officer
Lisa Ramsey, Managing Director
Lucielle Vardy, National Executive Planning Director
Anneka Hosken, Account Director
Callum Yeo, Senior Producer
Production Company – Truce
Director, Bill Irving
Head of Production, Michael Ciccone
Producer, Jess Langley
Production Manager, Logan Davies
DOP, Marcus Cropp
Stylist, Anthony Jarvis
Stills Photographer, Jack Dixon-Gunn
Casting, 99 Casting
Offline Editor, Bill Irving
Colourist, Cody Sandberg
Online Editor, Naomi Anderlini
Composer & Sound, Mark D’Angelo, The Backlot Studios
Nunn media
Ben Kersha, Group Account Director
Stacey Blease, Account Director
Sophie Holbrook, Account Manager
Alana Hilford, Account Executive
18 Comments
Wasn’t this their BIGGER client?
They just made a big bank feel small
the craft? looks slapped togther
How about matching Macquarie Banks term deposit rates.
Check it, look beyond an introductory offer…
So all the big banks try to act like they are small, and the small banks try to act like they are big? Is that what we’re doing these days?
Like a watered down, bland version of the original campaign AJF did. Very uninspiring.
When you lean so hard into diversity that it feels token… this feels like an ad for a mutual, not a challenger bank.
I mean… the bank has a creative director
My wife and I have been customers of Bendigo for over twenty years,we are very happy with the bank,the staff are excellent and any problems they have very quickly resolved.
Is any bank doing better creative?
What does ‘Bigger for you’ mean?
I was with Bendigo Bank for 20 years as a business customer and encouraged my two adult children to move to Bendigo. They were great 20 years ago but in the past 10 years they have lost the plot and customers are no longer their focus. We have all mowed on to the big 4, Bendigo are wasting their time and money on their tv ads.
Idk, I think this is nice and working well. Not super banky either
Are you lost …?
BIGGER interest rate!
Are terrible. Shame to see quite a progressive look and feel for a bank utilised without the same level of craft and edge seen in previous campaigns at other agencies.
The bulls*t Big Bank