JAC PHILLIPS

This PRO­GRES­SIVE fi­nan­cial in­sti­tu­tion is mak­ing its mark cham­pi­oning START-UPS and CREATIVES by way of out-of-the box ini­tia­tives.

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bank of melbourne’s head of mar­ket­ing on do­ing things dif­fer­ently

Since re­launch­ing in 2011, Bank of Melbourne has carved a niche ahead of the curve – in ad­di­tion to of­fer­ing grand­parental leave to staff and be­com­ing the first bank to in­te­grate with the Ap­ple Watch, it has racked up cre­ative col­lab­o­ra­tions with brands like Broad­sheet and launched the annual Melbourne Mu­sic Bank com­pe­ti­tion (where the win­ner bags cov­eted EP record­ing time). It has also made its mark via at­ten­tion to de­tail, with a cus­tom-de­signed fra­grance de­vel­oped specif­i­cally to be used in their branches, and cre­ative ad­ver­tis­ing cam­paigns that are more of­ten de­scribed as “art”.

We chat with Jac Phillips, Bank of Melbourne’s head of brand and mar­ket­ing, to see how they do things dif­fer­ently.

WHAT SORT OF CRE­ATIVE PART­NER­SHIPS HAS BANK OF MELBOURNE DE­VEL­OPED?

Since our re-launch five years ago, we’ve sup­ported the events and in­sti­tu­tions that mat­ter to Vic­to­ri­ans: our renowned cul­ture of food and wine, our sport­ing her­itage and the arts. Rather than choos­ing a sport­ing code or field of art, we’ve in­stead part­nered with or­gan­i­sa­tions like the Melbourne Cricket Ground [MCG], the Na­tional Gallery of Vic­to­ria, Melbourne Food and Wine Cel­e­brate with Bank of Melbourne at Kick. Start. Smart. Melbourne. Find out more:

kick­starts­mart.com.au

Fes­ti­val and Arts Cen­tre Melbourne. These part­ner­ships have [de­liv­ered] unique events like the World’s Long­est Lunch; Cinema at the ‘G, an open air cinema on the MCG’s hal­lowed turf; and [an ex­hi­bi­tion cel­e­brat­ing] fash­ion icon Jean Paul Gaultier.

YOU PART­NERED WITH HEY YOU TO CRE­ATE THE WORLD’S FASTEST COF­FEE MA­CHINE. TELL US MORE!

Hey You is an or­der-ahead app that we knew Vic­to­ri­ans would love as soon as we heard about it – af­ter all, we’re the na­tion’s cof­fee cap­i­tal. We wanted to help the Hey You team in­tro­duce the app to Melbourne in a unique way that re­flected how in­no­va­tive both of our brands are. The re­sult was the Long Mach – a mod­i­fied rac­ing mo­tor­bike that pours and froths the per­fect espresso at 220 km/h (talk about speed­ing up your morn­ing cof­fee!). Our team knew the best way to pitch its con­ve­nience was by DM and eDM to cus­tomers, with a $10 credit when the app was linked to their Bank of Melbourne card. The cam­paign has been a great suc­cess, and the ic­ing on the cake was the auc­tion of the Long Mach bike to raise money for our char­i­ta­ble foun­da­tion, the Bank of Melbourne Neigh­bour­hood Fund [which sup­ports char­i­ties that re­ceive lit­tle or no gov­ern­ment fund­ing].

WHAT’S YOUR FAVOURITE EX­AM­PLE OF BANK OF MELBOURNE’S BE­LOW-THE-LINE MAR­KET­ING?

It’s tough to name a favourite. When we launched our ‘Mak­ers’ brand cam­paign a year ago, we used Vic­to­rian mak­ers as our tal­ent in each of the ads – from the 50 cus­tomers who fea­tured in the TV ads to the ty­pog­ra­pher who cre­ated our font.

HOW WOULD YOU SAY BANK OF MELBOURNE SUP­PORTS START-UPS?

We are all about help­ing Vic­to­ri­ans, their busi­nesses and lo­cal com­mu­ni­ties – we know that small busi­ness is the heart of the Vic­to­rian econ­omy. Our busi­ness grants pro­gram sup­ports busi­nesses in start-up or growth phase, as well as re­gional busi­nesses. We’ve also cre­ated a net­work of busi­ness own­ers, pro­vid­ing valu­able in­sights through our ‘Ac­cess to Ex­perts’ events, where start-ups and es­tab­lished small busi­nesses hear from global busi­ness ex­perts.

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