Small Business Festival



Brief

Brief

To highlight Bank of Melbourne as the principal partner of the Small Business Festival 2015 and to promote Bank of Melbourne's $10,000 small business grants as available for application.

Strategy

Strategy

Activate during Small Business Month in August to reach business owners, start-ups and marketers attending the festival, with a strong focus on key events such as the Small Business BIG Marketing day and activity at the Federation Square Festival Hub.

Execution

Execution

We developed a modern Bank of Melbourne exhibition stand for the BIG Marketing Day, the festival’s signature event. With over 1000 attendees, the stand provided a platform to build relationships and network with likeminded marketers and entrepreneurs. To drive patrons to Bank of Melbourne’s exhibition stand we engaged former Apple ad man and event speaker Ken Segall to attend a book signing session.
We gave some of Bank of Melbourne’s business customers the opportunity to showcase their business at Federation Square through their own activation, allowing us to reach a new and active audience. We used eye-catching branded bicycles to target seminars that were happening around the CBD and distributed promotional material to guests.

Results

Results

With the exhibition stand at BIG Marketing Day we created a welcoming space that resulted in new business leads and strengthened Bank of Melbourne’s position as business bank. Inviting a Bank of Melbourne customer to showcase their business at Federation Square brought Bank of Melbourne’s  #ForTheMakers campaign to life, an overarching objective for the bank. The activation drove grant entries to a new high and allowed us to engage with our audience in a fun and meaningful way.