Bankwest: Money won't make you happy. But being happy can make you money

This campaign launched Bankwest on the east coast of Australia, home of larger rivals. The launch came at a time when financial brands were held in low esteem by the public.

Bankwest: Money won't make you happy. But being happy can make you money

Agency: Host

Advertiser: Bankwest

Author: Frank Bethel & Carrie Booth

Total Campaign Expenditure: $40 million and over

STRATEGIC COMMUNICATIONS CHALLENGE

In short our challenge was to launch a new bank on the East Coast. This paper charts the success of the Happy Banking campaign from launch to present day.

Although originating from Western Australia Bankwest have been active in Australia's East Coast since opening their first store in Sydney in the mid-80s. But in 2007 they undertook a major step change...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands