News

Bank of Melbourne targets children with new animated cinema ad

The Bank of Melbourne has unveiled a new campaign promoting children’s saving accounts which debuts on cinema screens across Victoria on Boxing Day.

The animated commercial, by South Melbourne’s XYZ Studios and agency Ogilvy Melbourne, features a girl and her penguin moneybox taking a journey together.

https://www.youtube.com/watch?v=pLdAzsKjZyQ

Bank of Melbourne’s head of brand and marketing Georgina Williams said the new ad was a deliberate strategic move away from the more traditional corporate approach for screen advertising.

“This animated advertisement is much more natural, warm and friendly, which better reflects the character of Bank of Melbourne,” she said in a statement.

The penguin moneybox represents the bank’s partnership with Phillip Island Nature Parks and the Penguin Foundation. Every child who opens an incentive saver account receives a 12-month little penguin adoption and a free pass to visit the Penguin Parade, Koala Conservation Centre and Churchill Island Heritage Farm.

The bank engaged its competition-winning composer Simon Watt to score the cinema ad.

He won the first Melbourne’s Music Bank competition in September, which was sponsored by Bank of Melbourne and the Melbourne Recital Centre.

“We are delighted to use such a talented Victorian composer. For Bank of Melbourne it is an essential element to support Victorians and Victoria through everything we do. Simon’s certainly delivered something very special for this project. We love it,” Williams said.

Watt said: “I usually score longer projects so working with a 30-second format was a bit more exciting. It allowed me to experiment more.”

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.