Commonwealth Bank of Australia: RADAR
Ikon Communications
This paper won the Best Demonstration of Results category at the MFA (Media Federation of Australia) Awards 2010.
Executive Summary
Through real consumer understanding, highlighting the involved and at times scary home-buying process, the Commonwealth Bank of Australia (CBA) revolutionised not only the home loan experience but the entire property purchase process. Focused on providing a trusted source of advice and a helping hand to property buyers, CBA created a holistic home loan marketing program centred on the world's first smart property search experience. The marketing programme now forms the backbone of...