Aussie: Why should the banks have things all their own way?

This case study describes the 'It's Smart to Ask' campaign by Aussie, the Australian bank, to strengthen its brand.

Aussie: Why should the banks have things all their own way?

Agency: 303Lowe, Sydney

Advertiser: Aussie

Author: Jon McKie

Total Campaign Expenditure:$5 – 10 million

Executive Summary

Why should the banks have things all their own way?

The 'It's Smart to Ask' campaign was the most successful since Aussie's launch in 1992. It worked because the advertising capitalised on anti-bank sentiment and identified a way of interrupting normal behaviour – of automatically going to your bank for a home loan. It achieved this by getting people to ask questions of their bank and of their own...

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