Commonwealth Bank - The Commonwealth Bank: Debit MasterCard "Watch your music grow" Campaign

The Commonwealth Bank launched their Debit MasterCard in October 2008 — a mature, parity product competitors had been offering for years.

Commonwealth Bank – The Commonwealth Bank: Debit MasterCard “Watch your music grow” Campaign

Agency: Goodby, Silverstein & Partners / IKON Communications

EXECUTIVE SUMMARY (99 words)

The Commonwealth Bank launched their Debit MasterCard in October 2008 — a mature, parity product competitors had been offering for years. Aimed at a savvy (and skeptical) audience of 18–39 year-olds, we knew we had to offer something new. Something beyond what a financial services brand would normally do. Something that was “Determined to be different”.

What do music and finance have in common? On face value, nothing. But a deal with Sony Music was...

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