Police Bank brought its new brand platform, ‘Here for our own’, to life as part of an ongoing series of activations celebrating Australia’s emergency services community. Following the Sydney Roosters’ third annual Emergency Services Match at Allianz Stadium, the series will continue with its next activation on the Gold Coast.
As the official matchday partner, Police Bank delivered an integrated activation across the stadium and surrounding precinct, connecting with over 26,000 fans, emergency services personnel, their families and the wider community.
Developed in partnership with Windsorborn, the activation extended across stadium signage, social media, email and on-ground event activation, reinforcing Police Bank’s longstanding commitment to NSW Police and their families and those who protect and serve.
“This event brought Police Bank’s ‘Here for our own’ platform to life in a fun and engaging way. Fans could turn themselves into a Police Bank or Roosters character through our digital activation, share personal messages on the big screen and experience the refreshed brand throughout the stadium,” said Will Reynolds, founder and managing director at Windsorborn,
“The Emergency Services Match gave us an opportunity to bring Police Bank’s ‘Here for our own’ platform to life in a way that was personal, participatory and highly visible. Fans could create their own Police Bank or Roosters character, add a personal message, share their creation and see the experience reflected on the stadium’s big screen.”
At the heart of the activation was an interactive character creator, which attracted 1,699 unique visitors and generated 929 character creations. The campaign also generated more than 14,000 organic social impressions, while traffic to the Police Bank website on match day was 16.5 per cent higher than the previous Sunday.
The match celebrated representatives from NSW’s eight emergency service agencies, with Surf Life Saving NSW recognised as this year’s featured organisation.
“Windsorborn did an outstanding job translating ‘Here for our own’ into an integrated activation that was distinctive, engaging and authentic to our community. Their strategic thinking, creativity and attention to execution gave fans a genuine role in the campaign, particularly through the personalised characters showcased on the big screen. The result was an experience that celebrated emergency services personnel while building meaningful engagement with the Police Bank brand,” said Amanda Rohl, chief product and marketing officer at Police Bank.
By connecting the digital experience with the live match-day environment, the pair created multiple ways for people to engage with Police Bank while celebrating its longstanding relationship with the emergency services community.
Credits:
Client: Police Bank
Creative and media agency: Windsorborn
Partner: Sydney Roosters
Venue: Allianz Stadium, Sydney
