Emergency services were more important than ever following the unprecedented Australia fire season in 2019/20. During this time BankVic, the 100% member-owned bank serving police, health, emergency and public services, aimed to increase brand awareness and data capture with the audience, communicating that they were there for them in this time of need. BankVic looked to achieve this utilising the partnership with the Hawthorn Football Club as a primary vehicle.
Bastion EBA was engaged by BankVic to create and deliver activity that was engaging for the at-match audience, built awareness of BankVic as the bank for emergency services, and importantly captured data of the emergency service audience.
The result was a BankVic branded zone with multiple touchpoints driven towards data capture, including a branded handball challenge, exclusive money-can’t-buy experience competition, and digital photo moment featuring emergency service vehicles and uniforms. Due to COVID19, the activation was only brought to life at a pre-season match, however, strong data and engagement was observed – and all signs pointed to what would have been a successful rollout at the official Emergency Services Match during the AFL Season.
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