CommonWealth Bank: Migrant Banking

The CommonWealth Bank, a banking brand, created a targeted campaign that aimed to increase brand familiarity and consideration among Chinese and Indian migrants in Australia.

Campaign details

Brand: CommonWealth BankAgency: M&C SaatchiCountry: AUSTRALIA

Marketing Context

Despite the large segment size, banks in Australia have typically adapted their mass market campaigns for migrant audiences. CommBank decided to take an altogether different approach by designing a totally new campaign for the cultural context of Chinese and Indian migrants. It was critical that the campaign was authentic and reflective of their respective cultures, as any hint of tokenism or cultural appropriation was likely to undermine trust and affinity for the brand.

Campaign Planning

Chinese and Indian communities in Australia are hard to reach...

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