Commonwealth Bank of Australia: Dollarmites Mission

Commonwealth Bank of Australia wanted to engage with kids and teach them how to save. Using the Dollarmites, a cast of animated characters from a long-running campaign, the bank drew youngsters online.

Commonwealth Bank of Australia: Dollarmites Mission

BMF

ENTRY INFORMATION

Category: Financial Products and ServicesCountry where program ran: AustraliaDate program started/ended: 1st April - 30th May 2008

Product Description: Commonwealth Bank created the Dollarmites over 25 years ago in the hope of establishing a long-term financial relationship with kids as they grow older.

Advertiser/Client Name: Commonwealth Bank of AustraliaMedia Channels: Direct MailWebsite: www.awards.com.au/dollarmites

STRATEGY

Marketplace Challenge:

The Commonwealth Bank only communicate with kids twice a year via a statement mailing, so over the years building a relationship with kids has...

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