Industry super fund-owned bank ME kicks off what it calls ‘a slow TV marketing campaign’, featuring an hour-long video of bank card being band-made.
The 60-minute campaign can be found on YouTube, Twitter and Instagram TV, with a teaser also posted on ME’s Facebook page.
It shows a silicone mold of a bank card and numbers being laser cut on and aims to highlight the craftsmanship involved in the making of the cards.
ME is the first Australian bank to experiment with the evolving marketing trend and is among a handful of Australian brands to do so. SBS aired the 17-hour episode The Ghan, an Australian-first foray into a genre of ‘slow TV’, last year.
Dubbed ‘slow TV’, the campaign demonstrates odd, yet relaxing, visual content which is in contrast to the ordinary broadcasting trend of quicker 15 or 30-second spots. It displays the calming and satisfying acts in a quieter approach unlike the majority of ads with outstanding or attention-grabbing soundtracks.
ME chief experience officer Ingrid Purcell said: “Our social media engagement strategy is to be relevant, relatable and responsive, so appropriating current positive enjoyable and unique content trends communicates that.”
She added that the bank is always looking for creative ways to enhance its social content and tap into cultural trends.
Mete Erdogan, creative director of Either Either, the local multimedia studio specialising in craft-based content which worked on the campaign, said he created the video according to ME’s cheeky and playful image.
