Bank of Melbourne backs customers in new brand platform

1 April 2019

Advertiser: Bank of Melbourne
Creative Agency: Saatchi & Saatchi

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The new work focuses on the journey of one special Bank of Melbourne customer.

Bank of Melbourne is letting Victorians know if “you have the will, we have the way”.

Created by Saatchi & Saatchi Melbourne, the latest campaign from the bank reveals its new brand positioning that focuses on progressing people, businesses and communities.

The work features a one-minute spot which tells the story of a special St Kilda resident taking on the big city.

Bank of Melbourne head of brand and marketing Ash Gray says the campaign echoes the aspirations of its customers.

“The brand platform is based on a simple truth: people don’t go into a bank wanting to stay where they are, they want to progress forward, whether it’s by taking a big step or a small one,” Gray says.

“Marrying that need to the progressive attitude of our customers – and telling the story through an unexpected St. Kilda resident – felt like something only Bank of Melbourne could do.”

Saatchi & Saatchi MD Mark Cochrane says working with Goodoil Films, Alt FX, Pixel, The Butchery, Media Lab and its team has been exciting.

“We now hope Melburnians enjoy this story of progress as much as we do,” Cochrane says.

The work rolls out across TV, out of home, radio and digital.

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