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...