Home Loans Online Marketing Programme

Commonwealth Bank wanted to break through the home loan clutter in Australia and create a home-buying experience that would actually help home buyers.

Home Loans Online Marketing Programme

Agency The White Agency, IKON Communications & Goodby, Silverstein & PartnersAdvertiser Commonwealth Bank of AustraliaAuthor Paul Argus, McKay BrownTotal Campaign Expenditure $1 - 2 million

While the banking industry had been advertising home loans online for a number of years, all of the banks largely followed the same textbook approach—buying display banner space with a little bit of paid search advertising and communicating a "best rate—buy now" acquisition message.

Most of the time, online advertising was treated as an afterthought—a small component supporting a larger, above-the-line campaign. This...

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