Bank of Melbourne enters market with ‘humble’ proposition
The Bank of Melbourne is trumpeting its entry to the banking market with a campaign based on the idea of mutual prosperity.
http://youtu.be/AF3P4D8YiPE
The campaign was a joint effort between Ogilvy Melbourne and sibling STW Group agency Designworks, who assembled a brand team of 12 led by Ogilvy’s MD Michael McEwan.
The campaign also includes DM, outdoor, print, radio, billboards, tram liveries, in-branch experience as well as a new logo.
“From the start we looked at the skills set from within the group and hand-picked a team that was best suited to meet this business challenge. The development of the brand and the resulting campaign is a great example of how the Ogilvy Group and Designworks can mobilise a talented team of diverse specialist skills to co-create something of this scale.”
He added: “Our client was heavily involved in all aspects of the brand’s creation, working with the entire team right from the start. The result is a brand promise that is humble, but with a strong commitment to work with the people of Victoria to create mutual prosperity.”
Credits:
- Agency: Ogilvy Melbourne
- Production company: Brilliant Films
- Media: OMD
Love the first ten seconds.
It’s a bit more ‘we live in your world’ than ‘we live in your world’, don’t you think?
So they buy Bank of Melb, promise never to close, close, buy St George, run it into the ground, bring Bank of Melb and change the paintwork of St George to blue and make a TV ad?
Looking at their site earlier, it seems their unique selling point is their staff understand Melbourne because they live in Melbourne? Not that i like any other bank, but really?
Every other bank in Melbourne flies their staff in and out daily?
makes brain hurt
Nice to see a new entrant, but the “Imagine the possibilities” / “We hear you” / “We understand you” is something of a banking baseline, isn’t it?
I’m missing why I should choose them over anyone else, except parochial pride.
Nice ad for [insert any bank]
@ Adgrunt,
while i of course think more competition in this sector would be a good thing, i hardly think changing the uniforms st george staff wear and the logo constitutes a new entrant .
Westpac in sheep’s clothing… I loved you BoM, I loved how you cut the cost of banking, your regal-looking debit card, Jack’s gentle pitch… But I’ve now gone forever and I’m not sure you’re entitled to be “Of Melbourne” anymore.
The tram ad seems more specific than – and not linked to – the TV ad
AdGrunt , I hear you, I understand you.
Owned by Westpac Sydney, run by Westpac Sydney, piss off back to Sydney I say.
Rubbish ad but then that’s no suprise as it’s from Oglivy. More importantly I don’t think anyone is fooled by the ‘local’ crap they are trying to spin.
The TVC doesn’t blow me away, but you can’t ignore the campaign’s extensions. For one, their Social Media soft and hard launch has been pretty damn good. If nothing but for their community management. Isn’t that what we need from a bank? One that is going to listen, reply in a prompt way, and give us personalised (non-generic) responses?
I am keen to see how this all unfolds. Well done to the Ogilvy guys. No simple task.
Yes….well done Ogilvy & DT Digital. Good social strategy.
DTDigital still doing NAB as well? Nice work getting 2 big-four-bank clients at same time!
Hope the shared drive is password protected 😉
Christ what a boring piece of shit.
It’s difficult to raise enough passion to actually hate it.
When are banks going to realize that trying to “be my friend”, or to “go on a journey with me” or that “my priority is their priority” is about as creepy as a scoutmaster, a catholic priest & a sleepover at Neverland combined.
A bank will always try to fuck you one way or another.
I’m glad Ogilvy allowed the “Client to be involved”.
I took the “our client was heavily involved” line as a veiled excuse for the bilge that emerged.
Where’s Jack Thompson?