Why 86 400 teamed up with Tamarama Surf Life Saving Club

The digital bank saw a unique opportunity to help out a local landmark and broadcast its brand in an unusual way

Digital bank, 86 400, has teamed up with Tamarama Surf Life Saving Club (TSLSC) to raise money for the renovation of the Sydney clubhouse, pencilled in for early next year.

To help the club meet its fundraising target, 86 400 has pledged $25,000 towards the redevelopment project and will also donate an extra $10 for every new customer who tries 86 400 during the partnership using a special code.

To drive awareness, the clubhouse has also been temporarily transformed with a colourful, summer-inspired mural, featuring a host of characters that represent Australian bank notes. The clubhouse’s temporary new look – which took 10 days to transform with 86 400’s unique brand colour palette of aqua, purple, red and blue – will be on show until early January 2021.

86 400 chief product and marketing officer, Travis Tyler, told CMO it was a fresh way for the brand to tell people about the digital bank. “It’s a campaign you might not expect from a bank, but we’re not your average bank,” he said.

“The iconic Tamarama clubhouse and the club’s volunteer members have provided an invaluable service to the community for more than 100 years. As well as surf life saving operations, the club runs regular Indigenous outreach programs, public education and first aid training for community groups. Now the club needs our help – in the form of funds for a major $4.56 million upgrade of its clubhouse." 

Tyler said the brand’s mission is to get more Australians to know there’s a smarter way to manage their money. “By partnering with the Tamarama Surf Life Saving Club we have an opportunity to share that message, while also helping ensure an iconic Australian clubhouse is around for years to come,” he said.  

“From a marketing perspective, we’re all about trying out new and different ways to help raise awareness of 86 400. More often than not, these are approaches that you typically wouldn’t expect from a bank. This campaign, however, is win-win.

"We’re helping the club to raise much needed funds, and if it helps raise the awareness of 86 400 at the same time, that’s an amazing bonus.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

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