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...