Matt FarnhamBrand revitalisation campaign that lifted website traffic by 48%, increased new visitors by 76%, and helped exceed new user and lending lead targets.
When I stepped into the role of Marketing Manager at MOVE Bank in March 2023, alongside our new CEO and CDO, there was an immediate opportunity. Despite our rich history dating back to our origins as the Railways Credit Union in 1968, our brand awareness wasn't matching our ambitious growth objectives. The Railways Credit Union rebranded to MOVE in 2016 and then MOVE Bank in 2018, unfortunately losing a lot of brand awareness in the process. This presented both a challenge and an exciting opportunity for transformation.
Strategic Discovery and Insight-Led Approach
My first initiative was a comprehensive market research and our internal brand and member insights, partnering with respected consultancies NOUS and MCR. The research revealed a crucial insight: while MOVE Bank's brand recognition was limited, our heritage as the Railways Credit Union carried significant weight, representing stability, trust, and reliability.
This led me to develop a strategy that would bridge our historical strengths with contemporary appeal. Rather than viewing our railways connection as a limitation, I saw it as our unique differentiator in a crowded financial services market.
Innovative Campaign Development
I developed the "Let's Get Moving" campaign, a clever play on our brand name that resonated with our railway heritage. The campaign's creative strategy included the attention-grabbing tagline "Tell Your Current Bank to TAP OFF" - a phrase that cleverly merged banking terminology with daily rail commuter experiences.
Strategic Channel Selection and Implementation
Understanding our target audience's behaviours, I orchestrated a multi-channel, geographically targeted campaign that maximised impact through:
- Strategic placement of digital screens at high-traffic railway stations (Brisbane Central & Fortitude Valley)
- Comprehensive digital presence across Google, YouTube, and social media platforms
- Targeted streaming service advertisements on platforms including 7plus, 10 Play, Foxtel Sports, and Kayo
Measurable Success and Business Impact
The campaign's success exceeded expectations, delivering remarkable results:
- Website traffic surged by 48%, with new visitors increasing by 76%
- User engagement improved by 15%, with a reduction in bounce rates
- Home loan leads doubled in the first month and continued growing
- Achieved 178.5% of our full-year 'New Users' target by April 2024
- Surpassed ‘New Membership targets by 123.6%
- Exceeded ‘Lending leads’ targets by 148.8%
Strategic Leadership and Innovation
This campaign demonstrates my ability to:
- Identify and leverage unique brand strengths
- Develop data-driven marketing strategies
- Execute integrated multi-channel campaigns
- Drive measurable business results
- Transform brand perception while honouring heritage
Future-Focused Strategy
The success of this campaign has positioned MOVE Bank for sustainable growth, proving that strategic brand revitalisation can successfully balance heritage with modern appeal. This transformation not only achieved immediate business objectives but also established a strong foundation for future growth and market expansion.
Brand Awareness Beyond Rail: While not the primary objective, the campaign's reach led to positive brand recognition and perception within the broader logistics sector, fostering potential future growth opportunities.
As a marketing leader, this project showcases my ability to develop and execute comprehensive brand strategies that deliver tangible business results while maintaining authentic connections with core audiences. The campaign's success demonstrates my expertise in modern marketing techniques, strategic thinking, and ability to drive significant business growth through innovative marketing solutions.
Matt Farnham is an award-winning senior marketing leader with more than a decade of experience in brand, communications and customer engagement. His work has focused on helping organisations build trust, strengthen customer relationships and drive sustainable growth, particularly in highly regulated industries. In 2024, he was named Future Leader of the Year at the Australian Marketing Institute Marketing Excellence Awards. He writes about brand strategy, marketing effectiveness and customer behaviour at mattfarnham.au.