Greater Bank goes from 'great to greater' in new integrated campaign via The Story Lab + Vizeum

Screen Shot 2019-02-13 at 6.32.16 am.jpgThe Story Lab and Vizeum have collaborated with Greater Bank, to design and activate the brand's first foray into the world of integrated content partnerships, via Pedestrian.TV.
 
Crafted to lift brand perception and drive consideration of the bank amongst student populations in key markets, 'Great to Greater' brings to life Greater Bank's brand proposition of "simple banking in an honest way".

Great to Greater responds to the insight that students are becoming more entrepreneurial, and have a desire to create and shape a future with their interests and passions.  Which, in turn, can bring financial uncertainties and a thirst for knowledge.
 
At the heart of the integrated campaign is a partnership with Pedestrian.TV, that sees Greater Bank offer three people $5,000 grants and mentorships with young entrepreneur and co-founder of Unique Muscle, Charlie Ercan, to take their passion projects from Great to Greater.
 
Says Garry Hazell, marketing communications manager, Greater Bank: "Our customers' stories have been at the heart of our 'We did it' campaign for the previous two years.
 
"This year we're excited to take this a step further by actively facilitating new stories, and working with The Story Lab to craft an integrated campaign with the influence of Pedestrian.TV that engages a student audience in a meaningful way."

Says Claire Crennan, content partnerships director, The Story Lab: "To truly engage a student audience, we knew it wouldn't be enough to just talk about banking services or competitive rates - we needed to actively demonstrate Greater Bank's commitment.
 
"Positioning Greater Bank as the bank that delivers this knowledge, with a vested interest in its customers' wants and needs, truly showcases the role the brand can play in students' quests to turn their passions into reality."
 
A media and content strategy across the Nine Network, Facebook, Instagram, YouTube, Spotify, regional radio and OOH complements the Pedestrian.TV partnership, to drive entries, celebrate the winners, and reinforce Greater Bank's relevance to the student audience.

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