In early 2010 some West Australians didn’t even think that Police & Nurses existed anymore. The Global Financial Crisis had silenced it to occasional tactical promotions, as consumer sentiment sought greater safety within the walls of the big banks.

As WA’s last truly West Australian financial institution, it was time to come out fighting.

So Police & Nurses set stretching objectives. To grow new members by 10,000 by increasing brand awareness (from 34 to 50%) and brand consideration (from 6 to 10%) by June 2011.

But people are tightly bound to their current bank through the sheer hassle of changing. Growing Police & Nurses needed an inspiring message to drive a significant behavioural shift.

Everyone loves bank bashing, but our opportunity was heard in the passion of a particular grumble. West Aussies had become angry about the big banks poor service in WA, ignoring the 3 hour time difference, taking their profits over East, and gouging their customers in the process. And this wasn’t just parochial emotion – people could point to the

rational benefits they received by banking locally.

The creative idea of The Stand was designed to give these voices a rallying call to action.

Roadblocking the media with a 60’ TV commercial, a full-wrap of The West Australian, and a takeover of the local news website. With bus and radio advertising stirring common WA frustrations like pronouncing our suburb names correctly and Eastern States contact hours.

The results. Awareness jumped 16 percentage points. People’s consideration for Police & Nurses leapt to the same league as the big banks. And new members came through the doors in the numbers needed to match the stretch target. All this from a brand that some people had thought didn’t exist anymore.

Police & Nurses was now back in the game backing West Aussies.