Bank of Melbourne this
week launched a new brand campaign looking to re-establish the brand’s unique
offering as the only bank born for the city and Victorian state, dedicated to
building the prosperity of Victoria’s people, businesses and communities.
It is the first work
produced with Saatchi & Saatchi who were appointed as the bank’s lead
agency in January.
Titled ‘Bank FOR
Melbourne’, the campaign objective was to demonstrate the brand’s Customer First
approach. Designed to capture the spirit of Melbourne and Victoria and prove
that Bank of Melbourne is more than just the Bank OF Melbourne but the Bank FOR
Melbourne. There was no better way to showcase this than to feature some of the
extraordinary makers, crafters and doers that make up this unique city and
state.
The 90 second launch film
features short narratives on 12 Melbourne ‘makers’, from neon sign makers Coles
Neon, Melbourne swim club Brighton Icebergs and Williamstown boat
builder Blunt Boats.
The new brand film is
supported with digital, outdoor, in-store, social and cinema.