Bankwest builds on digital challenger push with next phase of ‘Just Enough Bank’

Nearly a year after repositioning as a digital challenger, Bankwest is extending its Just Enough Bank platform with new work designed to take everyday banking worries off customers’ minds.

The latest campaign, developed with Bear Meets Eagle On Fire, builds on the strategy unveiled in March last year, when Bankwest set out to reintroduce itself to Australians with a clear, digitally led proposition centred on simplicity and proportionality.

At the time, Bankwest chief customer officer Jodene Murphy framed the ambition bluntly: to become “Australia’s favourite digital bank”, with Just Enough Bank positioned as an antidote to unnecessary complexity in everyday money management.

The new work continues that positioning, introducing three additional features aimed at removing common banking worries, including security concerns, duplicated subscriptions and unrecognised transactions - and reinforcing Bankwest’s view that banking should take up less mental space in people’s lives.

Rachel Aikin, GM customer marketing and communications at Bankwest, said the response to the platform to date gave the brand confidence to lean further into the idea.

“We’re loving how Australians are responding to the Just Enough Bank campaign, so we’re continuing to lean on it to bring to life the insight that we’d all like to have a little more brain space these days,” Aikin said.

SEE MORE: Bankwest sets sights on national growth with ‘Just Enough Bank’

“These features have been carefully designed to do just that - taking the worry out of everyday money tasks for busy Australians.”

Directed by Steve Ayson from 3&7, the new spots depict Bankwest customers freed from banking-related stress and instead preoccupied with more abstract concerns, from slowly becoming their mother to alien abduction or navigating awkward neighbourly encounters.

For Bear Meets Eagle On Fire, the work represents a continuation of a platform designed for longevity rather than short-term campaign turnover.

“This is such a great platform and brand to work on,” said Micah Walker, founder and chief creative officer at Bear Meets Eagle On Fire. “There’s more fun stuff to come.”

The campaign rolls out as part of an integrated media approach via EssenceMediacom, reinforcing Bankwest’s effort to maintain consistency as it builds recognition in a crowded digital banking market increasingly shaped by feature parity and user experience expectations.