Big Four Bank Pays $1.8 Million For First Nations Brand Ambassador, Maintains 0.4% Indigenous Home Loan Approval Rate

SYDNEY – A Big Four bank has confirmed the renewal of its $1.8 million annual sponsorship of a Tier S First Nations brand ambassador, citing “alignment with our reconciliation journey” and “strong consumer recall in the 25-44 demographic”.

A spokesperson said the package delivered “measurable impact”. The measurement was conducted by the bank’s marketing agency, which is paid based on whether impact is measurable.

The ambassador delivers: one TVC per year (filmed in a single day on Gadigal Country, no fee paid to Gadigal people), 12 social posts, two staff “fireside chats” attended by 40 head office workers and zero customers and a quote on the bank’s Reconciliation Action Plan launch invitation.

Sponsor benefits include: brand co-location at NAIDOC Week (the bank’s logo appears larger than the NAIDOC theme on the flyer), exclusive use of “in partnership with” language and the ability to issue a media release any time the ambassador wins anything anywhere.

The bank’s Indigenous home loan approval rate remained at 0.4 percent for the fourth consecutive year. The bank’s Reconciliation Award shelf required structural reinforcement.

A spokesperson confirmed the ambassador had not been informed of the home loan data. “It wasn’t in scope” the spokesperson said.