Advertiser: ANZ Bank
Agency: TBWA Melbourne
A reputation crisis
In Australia, ANZ forms part of 'the big four banks' which together hold over 80% of the financial market. The products they offer are relatively homogenous with all banks perceived as largely the same .
Generally speaking, banks in Australia are not well liked, with "bank bashing" described as virtually a national sport . Sadly, it's not without some basis. Indeed, Australian banks are currently facing a government inquiry into their misconduct .
Lauded in 2008 for withstanding the Global Financial Crisis , come 2014, praise for Australian banks was diminishing. Year-after-year record breaking profits; highly publicised executive salaries; and a run of questionable fees and services have seen banks viewed as 'in it for themselves'.