To create brand awareness in specific areas in Victoria. There was a need to create an activation to drive visitation to new branches and generate customer leads, bringing Bank of Melbourne into the residents’ consideration set.
Create an activation that greeted the local audience with a surprise and delight moment, providing an opportunity to meet potential customers over a mutually beneficial activity. Leads would then be collected by running a competition among commuters.
We set up the friendly Bank of Melbourne branch staff at the local train station and greeted travellers on their way to work with a free hot coffee and a newspaper for their journey. To collect leads on site we ran a competition for the chance to win a number of Myki cards, collecting data for branch staff to follow up on.
The activation provided a friendly and engaging environment where branch staff could introduce themselves to the community and talk about the services they have to offer with commuters. This activation led to a surge in leads, applications and account openings at new branches. Residents were full of compliments about the activations, some taking to social media to thanks us for the treat on their early commute.