The new campaign strategy was born from a need to highlight the Bank’s unparalleled innovations and advancements in technology alongside a continued commitment to exceptional customer service and community assistance. For the past six years, CommBank has relentlessly focused on its customers. Today, it’s time to raise the bar again — by combining this acute understanding of the customer with cutting-edge technology.
The new CommBank brand is fresh, upbeat and optimistic, conveying an empowering message to Australians. This is reflected in the way the Bank will now refer to itself – moving from ‘Commonwealth Bank’ to the more colloquial, CommBank, a moniker already coined and utilised by the Australian public.
Andy Lark, Commonwealth Bank Chief Marketing and Online Officer, explains further:
“Before embarking on this campaign, we conducted significant research. This research told us that Australia is at a turning point as a nation. As such there has never been a better time to speak directly to the Australian public about what they can do and the role CommBank can play in making that possible. Australians are looking to banks to help them move forward and we will be leting all Australians know that with CommBank they CAN.
“CAN is simple, it’s powerful, but most of all, it succinctly sums up what we stand for as Australia’s most technologically advanced financial services institution, with a principal focus on excelling in customer service.”
The campaign launched on Sunday May 20, with a series of outdoor, digital and stunt activations all displaying a simple yet powerful message – CAN’T. The outdoor and digital buy, coupled with a series of social, ambient and experiential activities which took place last week around the country, sparked the nation’s interest and led Australians to ponder – “Who says I CAN’T?”
This phase will see CommBank replacing the ‘T’ in CAN’T with its iconic diamond logo. All outdoor sites will read CAN and officially reveal to the Australian public that CommBank is behind the campaign.
An augmented reality app will appear across News Limited’s major metropolitan mastheads nationally this morning. Australians opening their Sunday papers over breakfast will be able to download an app, which will allow them to view the new launch commercial simply by holding their smartphone over CommBank’s iconic diamond appearing in the newspapers’ pages.
The TVC features iconic Australian actress Toni Collette speaking directly to camera, bringing to life the empowering message behind the CAN campaign. The decision to cast Toni as the face of the CAN reveal was simple for Andy Lark:
“The launch spot flicks the switch; it ‘turns on’ the campaign. It has to be more than “Okay, I get it now”, it needs to inspire people. But words alone won’t do it, the person who delivers those words is paramount. Toni is a credible personification of CAN, having made it big in Hollywood from humble beginnings in Blacktown in Sydney’s west. Since she charmed us as the hapless Muriel Heslop, she has been brave in her selection of roles. She is an acclaimed and awarded performer, a songwriter, a mother and has remained proudly, unapologetically Australian throughout her career.”
The reveal across outdoor, print and TV will be immediately followed with CAN creative that highlights the Bank’s significant technological innovations (CommBank Kaching); unique customer service offerings (CommBank Concierges); superior consumer products (CommBank Property Guide app); and comitment to improving cashflow for Australian businesses (Everyday Settlement). Supporting this creative will be a mix of print and digital alongside a combination of traditional and spectacular outdoor sites to provide maximum impact and additional reach.
But this campaign is about much more than just a new slogan. CAN is a new attitude that will be reflected at every level of the Bank – from branch staff through to the CEO. Each of the Bank’s 50,000 plus staff members will be bringing this attitude with them to work every day.
CommBank Chief Executive Office, Ian Narev, explains his vision:
“When an entire company commits itself to a singular goal, the results are impressive. Our dedication to improving customer satisfaction has not only transformed CommBank, it has raised the bar for the entire industry. It is my vision that all of our staff know that every interaction they have with a customer - no matter how small - empowers and enables that customer. Whether we are talking to an individual or a business, I want our customers to know that they can with CommBank.”
M&C Saatchi Regional Creative Director Tom McFarlane explains how CAN is so much more than a taglne:
“It's an attitude that taps into the zeitgeist. I suspect a little inspiration, a bit of optimism and some leadership might be welcome out there right now."
M&C Saatchi Sydney Executive Creative Director Ben Welsh said: "It's not very often that the work that you present in a pitch gets to make it to air intact.. but what you'll see over the next few weeks is pretty much what we presented in January."
Client: Commonwealth Bank
Agency: M&C Saatchi
Regional Creative Director: Tom McFarlane
Executive Creative Director: Ben Welsh
Writers: Tom McFarlane, Ben Welsh, Paul Dunne
Verse: Andy Flemming
Art Director: Ant Larcombe.
Senior Account Director: Renee Hyde
Head of Television & Content: Rod James
Production Company: Exit Films
Director: Paul Goldman
Producer: Leah Churchill-Brown
Editor: Dave Whittaker (The Editors)
Flame compositor: Stu Cadzow (FSM)
Sound: Song Zu