Sharing real-life customer journeys for Macquarie Bank
As part of Macquarie Bank’s push into personal banking – previously dominated by Australia’s ‘big 4’ – it launched the I bank with Macquarie campaign to showcase the financial and life stories of 12 very different customers.
We researched and wrote those stories, uncovering some revealing insights that fed into a broader engagement strategy. From the growing family buying their own home, to the entrepreneurial twin brothers, they all shared ambition and a hard-working ethos – and embrace digital tools to get things done. We then wrote simple, engaging expertise hub stories to guide them through complex decisions – such as refinancing and offset mortgages. This ongoing campaign has cemented Macquarie’s position in the ‘big 5’ – and made its customers the heroes of the story.