Freelance creative Chris Phillips partners up with Bendigo Bank to create ‘No Regrets’ TV campaign

Bendigo Bank has launched a new retail TV campaign championing its home loan credentials, partnering with freelance creative Chris Phillips to deliver the campaign.

The initial script was written by the Bank’s internal creative division lead by Dan Holland, then brought to life by Phillips who re-crafted the storytelling and eventually went on to direct and edit the spots.

VIEW THE DOG REGRET SPOT

VIEW THE CHILLI REGRET SPOT

VIEW THE FOOD ENVY SPOT

VIEW THE TEXT REGRET SPOT

Says Phillips: “Given these were essentially retail spots, comedy was an important tool to draw attention and strike a relatable tone amongst the target audience of young home buyers. The overall goal was to lift the banking credentials of Bendigo so we did need to hero the ‘in branch’ experience, but by focusing on a quirky everyday couple we were able to add moments of storytelling right across the ad. We also created four variations which allowed for stronger targeting within the media buy out, with placements focused heavily around reality TV food shows and the winter calendar of sport.”

The four executions were rapidly put into production under the skilful watch of freelance producer Mitch Forrester, working against the clock to get the campaign up and running in just a few short weeks.

Says Ian Jackman, head of customer voice Bendigo and Adelaide Bank: “We want to increase buyer consideration with this campaign, specifically targeting a younger demographic. For those in the market for a home loan we want to be, and should be, on their shopping list. To do that we sought to highlight the fact that not only are we a bank that does good, we’re also a good bank, with fantastic home loan products. The benefits of developing creative in house were that our internal creative team had an intimate understanding of our brand, our service offering and our customer value proposition, as well as excellent capability.

“We understand that the marketplace is full of home loan rates and offers, but with us there are no regrets, because you can have a great rate, great product, and great service.”

Creative Team

Writer: Mat Churchill