Interesting Rates · Bankwest · Bear Meets Eagle On Fire · September 2026
Savings rates don’t usually have much of a personality. Bankwest’s does. Open an Easy Saver, enter a code inspired by pugs, perms or double denim, and you could win an 11.50% rate. Suddenly, the rate isn’t merely attractive. It’s interesting.
The Challenge
Savings ads tend to be numbers, conditions and very small print. Even a good rate can feel like homework.
Bankwest had an offer worth noticing. It just needed to make people notice it without pretending anyone enjoys studying savings accounts.
The Strategy
Bankwest found a second meaning hiding inside the category’s favourite word. Interest is what your money earns. It is also the peculiar stuff you care about.
So the bank made its more interesting rate feel like a reward for more interesting people.
The joke fits Bankwest’s wider belief that customers have better things to think about than banking. And because the punchline comes with a real promotional rate, it does more than make the offer sound fun. It makes the offer the fun bit.
The Execution
Customers who open an eligible Easy Saver in the Bankwest app can enter the competition using monthly promotional codes. The first round celebrates double denim, pugs and perms, with two more rounds following in October and November.
Nobody has to prove they own a pug or can pull off a perm. The quirks are simply the way in.
Across the promotion, 150 winners receive an 11.50% annual rate for four months on eligible balances. The competition runs from 1 September to 30 November 2026.
Campaigns That Used Similar Tactics
Wordplay Metaphors → The Double Entendre:
Nothing Fills a Hole Like Pot Noodle · Pot Noodle · adam&eveDDB · 2023
Pot Noodle let “hole” mean an empty stomach and any physical gap it could fill, from birdhouses to potholes. One ordinary word did all the heavy lifting. “Interest” belongs to banking and personality. Bankwest lets both meanings run at once, then builds the offer around the collision.
Creative Earning and Redemption Mechanics → Gamify Earning or Redemption:
Stevenage Challenge · Burger King · DAVID Madrid · 2020
Burger King challenged FIFA 20 players to score as Stevenage FC, share the proof and earn rewards. The route to the reward became part of the entertainment.
Bankwest unlocks the unusually high rate through a three-round promotion, complete with changing themes and entry codes. A little game logic makes the reward feel rarer—and rather more interesting.
The Question That Could Get You There
What category word could describe both our offer and our audience?
