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...