The Story Lab, Vizeum and Greater Bank partner to go from Great to Greater
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The 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 mentorship with young entrepreneur and co-founder of Unique Muscle, Charlie Ercan, to take their passion projects from Great to Greater.
Garry Hazell – Marketing Communications Manager, Greater Bank, said: “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.”
Claire Crennan – Content Partnerships Director, The Story Lab, said: “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.
View the Great to Greater campaign here, and watch the video here.
Campaign credits:
Greater Bank
Garry Hazell – Marketing Communications Manager
Libby Mutimer – Marketing & Communications Specialist
Jason Byrne – Online Channel Manager
Sam Graham – Online Content Specialist
Annique Fabien – Online Marketing Specialist
The Story Lab
Claire Crennan – Content Partnerships Director
Natalie Moskovska – Content Partnerships Executive
Vizeum
Tessa Mahoney – Client Solutions Director
James Trott – Media Investment Director
Pedestrian.TV
Louise Crawford – Advertising & Partnerships Manager
Melissa Gray – Creative Projects Manager
Media enquiries:
For further information contact:
Hannah Cheale
Strategic Communications Lead
T: +61 488 422 868
E: hannah.cheale@dentsuaegis.com
About The Story Lab
A key agency brand for Dentsu Aegis Network, The Story Lab is a global investor, producer and distributor of premium entertainment content. Since its launch in 2015, The Story Lab has been distributing successful prime-time TV shows and delivering innovative content investment, partnerships and monetization solutions to advertisers.
About Dentsu Aegis Network:
As part of Dentsu Inc., Dentsu Aegis Network is the first truly global communications network for the digital age. Dentsu Aegis Network aims to be the global network of choice for clients seeking best-in-class expertise and capabilities in brand, media and digital communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network ANZ is headquartered in Melbourne with offices in Sydney, Brisbane, Canberra, Adelaide, Perth and Auckland. Globally, Dentsu Aegis Network operates in 110 countries worldwide with over 23,000 dedicated specialists.
www.dentsuaegisnetwork.com.au / www.dentsuaegisnetwork.co.nz