Q: What is If You Have The Will, We Have The Way about?
A: If You Have The Will, We Have The Way is a film campaign created by Saatchi & Saatchi for Bank of Melbourne, launched in Australia in April 2019. The campaign centers on a determined resident of St Kilda who faces the challenges of city life to build the future she desires. It highlights the bank’s commitment to supporting the ambitions of everyday Australians by positioning Bank of Melbourne as a partner that provides guidance and tailored financial solutions. The narrative-driven approach uses storytelling to emotionally engage viewers and reinforce the brand’s role as an enabler of personal and financial progress.
Q: What creative device does If You Have The Will, We Have The Way use?
A: If You Have The Will, We Have The Way employs the creative device classified by Clapboard as FORMAT#10 ASSOCIATED USER IMAGERY. This technique focuses on presenting a user profile that the target audience can relate to or aspire toward, in this case, an ambitious urban dweller from St Kilda. Rather than showcasing product features or a direct problem-solution arc, the campaign uses a relatable protagonist’s journey to create emotional resonance and encourage viewers to see themselves in similar circumstances, with the brand positioned as a supportive partner.
Q: What is the campaign proposition for If You Have The Will, We Have The Way?
A: The campaign proposition for If You Have The Will, We Have The Way positions Bank of Melbourne as a supportive partner for customers who demonstrate determination and ambition. It communicates that the bank provides personalized guidance and tailored financial solutions to help individuals translate their aspirations into achievable outcomes. This strategic positioning emphasizes accessibility and collaboration, aligning the brand with everyday Australians striving for progress, and differentiates Bank of Melbourne in the competitive finance sector by focusing on emotional connection and empowerment rather than traditional product promotion.
Q: How does If You Have The Will, We Have The Way rank in Clapboard's archive?
A: If You Have The Will, We Have The Way holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in storytelling, emotional engagement, and brand positioning within the Australian finance market.
Q: Who are the competitors in Bank of Melbourne's category?
A: Bank of Melbourne competes in a banking sector alongside Commonwealth Bank, which leads with innovation, digital banking, and comprehensive customer solutions; Westpac, which emphasizes sustainability, community support, and customer-centric services; ANZ Bank, known for global connectivity, tailored financial wellbeing solutions, and Asia-Pacific growth focus; National Australia Bank, which prioritizes simplified, personalized banking and small business support; and Bendigo and Adelaide Bank, distinguished by its community banking model, ethical practices, and commitment to regional markets. These competitors shape the landscape in which Bank of Melbourne positions itself as a partner for personal ambition and financial progress.
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