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Insight

Other banks could be harming the planet by investing in coal, gas or oil.

Known for its positive impact on people and the planet, Bank Australia’s headline climate action commitment to achieve net-zero carbon emissions by 2035 places it among the most ambitious banks in the country and on par with the most ambitious banks in the world.

The number 1 reason customers bank with Bank Australia is value-driven, and as a customer-owned bank, they have a say on where the bank invests their money.

Featuring real customers who care about others and the world. Because the more customers who join, the more positive impact we can create together.

Bank Australia’s aspiration is to be the leading purpose-driven bank in Australia. One way to help achieve this goal is by acquiring socially aware Australians. To reach the target market and keep Bank Australia top of mind, it is necessary to evoke emotion to motivate customers to switch to an ethical bank.

Execution

The bank Australia needs is a campaign that places the customers at the forefront of the campaign. Featuring eighteen real customers creates a sense of community and advocacy, highlighting the power of collective action. They can also clearly articulate the ethical and sustainable benefits of banking, which make Bank Australia the bank Australia needs. The target market was customers of Australia's Big 4 banks and other community-based banks.

The campaign launched in April 2025 and was refreshed in October and April 2026 across connected TV, social, web, press, digital display and out-of-home.

To date, the campaign is performing 400% over the financial industry average.