We are proud to announce at this year’s Advertising Research Foundation Awards (ARF), held in New York City on Friday 9 October 2020 (AEST) Australian marketing advisory, strategy and analytics firm, Forethought, took home a Gold David Ogilvy Award together with their rightfully ambitious client Bendigo Bank for the “Better Big Bank” campaign. A wonderful outcome!
The ARF Ogilvy Awards honour extraordinary and/or creative uses of research in advertising development processes. The winning campaigns provide a keen understanding of how research can be used to create powerful, profitable campaigns. This global award celebrates efficacy and the very best of marketing science in advertising, not just creativity.
Bendigo Bank invited Forethought to provide the consumer insights that informed the “Better Big Bank” campaign and collaborate with creative agency AJF in using the data to shape a campaign that delivered significant outcomes for the Bank.
The Better Big Bank campaign supported growth in Bendigo Bank’s Mortgage book of +15.2% (vs 0.4% for the Big4 competitors) and Deposits by +10.9% (vs 2.1% for the Big4 competitors).
Forethought CEO, Di Shelton said “Working with Bendigo Bank on the Better Big Bank campaign is the kind of opportunity that lights the Forethought team up.”
Di continued, “We partnered with a client and creative agency who knew that to drive in-market outcomes you need to build creative on the evidence of what drives consumer behaviour. Bendigo provided the opportunity and trust. Forethought provided the insight. AJF shaped the creative. A great team outcome.”
Forethought has previously won an ARF Gold David Ogilvy Award for work for Kmart’s “1000 Mum’s” campaign which was instrumental in turning Kmart’s performance around.