Upwardly Mobile
Advertising is all about eyeballs – getting people’s attention, facilitating understanding, building affection and ultimately influencing purchase decisions.
In financial services, and in other industries, there has been a growing trend of advertising on company vehicles and creating more ‘bang for buck’ from having a fleet service in the process.
Driving is an integral part of day-to-day living for millions of people in Australia, and banks and other groups are seizing on this by building more brand awareness as staff weave in and out of traffic.
The latest convert to this is the aggressively expanding group, Bank West, which has upgraded its previous range of sedan vehicles to Mitsubishi Outlanders, complete with orange colouring and group branding.
burningpants spotted one of the standout vehicles in Sydney last week – being driven by one of the group’s mobile bank ‘partnership managers’ – in this instance a representative who works in the mortgage broker channel.
A spokeperson for Bank West said the new range of vehicles was to match the bank’s new fresh angle for its retail brand.
“It’s about making sure our tools of the trade match the reinvigorated message of the brand,” the Bank West spokesperson said.
The spokesperson added that Bank West chose the Outlander after seeking to differentiate itself from the Volkwagan Beetles, Mini Coopers and Smart Cars being used by other companies.
The group will end up with between 50 and 60 Outlanders as it adds to the numbers it already has in NSW, in Victoria and Queensland in 2008.
The group is targeting the eastern seaboard states in a three pronged approach, with activity in NSW leading the charge, followed by Victoria and then Queensland.
One Comment on “Upwardly Mobile”
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Ian Williamson says:
Yes, great advertising.
Conversely, how many times do we see a dangerous/speeding driver with a branded vehicle? An absolute turn-off for me!