Bendigo Bank is one of Australia's biggest banks and most trusted brands. With more than 7,000 employees helping over 1.9 million customers achieve their financial goals, the Bank’s success is very much driven by its purpose – to feed into the prosperity of its customers and communities, not off it.
While Bendigo Bank is proud of its unique business banking offering, capabilities and expertise, it recognised the need to further profile and showcase these proficiencies to a wider Australian business audience.
Thirst developed a new and compelling communication proposition which both accentuated Bendigo Bank’s business banking capabilities and reflected its master brand positioning, and tone of voice.
The resulting platform, “Your Business Matters’, highlighted the brand’s genuine commitment to building the prosperity of its business banking customers and the communities they call home.
Thirst conducted a series of collaborative workshops with Bendigo Bank to better understand its business customers and positioning territories. The insights gleaned from these workshops allowed the team to create a new and updated communications platform through which the Bank could develop and execute its communications.
The campaign sought to redefine Bendigo Bank’s business banking offering, elevate its unique capabilities and shine a light on the expertise it can offer new and existing customers.