CommBank: Australian of the day

The case study explains how Commonwealth Bank of Australia (CBA), the largest banking institution in Australia, was able to reach a younger audience through a community-driven integrated campaign.

CommBank: Australian of the day

Matt Pearce, Alex Clark and Lucy Acheson

Campaign details

Brand: Commonwealth Bank of AustraliaLead agency: M&C SaatchiContributing agencies: Ikon, One Green beanCountry: AustraliaIndustry: Financial services (general)Channels used: Content marketing, Email marketing, Internet - display, Internet - microsites, Online video, Outdoor, out-of-home, Public relations, Social media, Sponsorship - event, property, Word of mouth, advocacyMedia budget: 500k - 1 million

Executive Summary

CommBank has supported the Australian of the Year Awards (AOTY) for 36 years, but to date, the association had not been significantly...

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