Greater Bank has launched a new campaign targeting young entrepreneurs, labelled Great to Greater.

The collaborative effort between The Story Lab, Vizeum and Greater Bank is the brand’s first foray into the world of integrated content partnerships, set to reinforce the proposition of “simple banking in an honest way”.

Created in an effort to promote students and young people with a desire to create and shape a future with their interests and passions, the integrated campaign partners with Pedestrian.TV to offer three people $5,000 grants and mentorship with entrepreneur and Unique Muscle co-founder, Charlie Ercan.

Greater Bank marketing communications manager Garry Hazell said of the campaign: “Our customers’ stories have been at the heart of our ‘We did it’ campaign for the previous two years.

This year we’re excited to take this a step further by actively facilitating new stories, and working with The Story Lab to craft an integrated campaign with the influence of Pedestrian.TV that engages a student audience in a meaningful way”.

The Story Lab content partnerships director Claire Crennan added: “To truly engage a student audience, we knew it wouldn’t be enough to just talk about banking services or competitive rates  – we needed to actively demonstrate Greater Bank’s commitment.

Positioning Greater Bank as the bank that delivers this knowledge, with a vested interest in its customers’ wants and needs, truly showcases the role the brand can play in students’ quests to turn their passions into reality”.

The media and content strategy will be implemented across the Nine Network, Facebook, Instagram, YouTube, Spotify, regional radio and OOH promotions.