To many Australians, the banking sector is a sea of sameness. Our challenge was to show people that Beyond Bank was different in the ways that really mattered, offering customers, community groups and staff a genuine, compelling reason to switch to or stay with them.
Opportunity
Letting relationships lead.
In a competitive and commoditised sector, we wanted to highlight the human factor. Specifically, Beyond Bank’s commitment to collaboration with every customer — from The Patels, who just bought their first home, to community organisations like Stirling North CFS. By putting faces to names, and telling the real stories behind the brand, we gave audiences a glimpse into what it really means to be for and with you.
Strategic creativity delivered
What collaboration can do.
From a savings account that lets you raise money for charity to the staff who learned Auslan to better communicate with customers during mask mandates, to the financial educators determined to get families out of debt — Beyond Bank had endless stories of positive shared impact to tell, all of which reiterated the truth of the new positioning.
Success
Real stories, spotlighted.
The resulting brand platform and integrated campaign celebrated the individuals at the heart of the organisation — the customers, the communities, the dedicated staff — and the relationships between them that make amazing things possible.
These stories instilled trust and belief in the campaign, which was rolled out across brand, community and people divisions, as well as immediately applied to a tactical home loan campaign, demonstrating its versatility and long-term value.
