Commonwealth Seeks Summer Bankers

[Sydney, AUSTRALIA] The Commonwealth Bank is embarking on a cross-media media campaign over the summer in a drive to boost online registrations to its NetBank service.

The predominantly offline campaign will combine television commercials with an online angle, that will follow and build on the branding the Commonwealth has developed with its ‘make it happen’ theme in recent marketing material, with examples of ‘ordinary’ people achieving their goals.

The Lowe Lintas commercial will feature a bikini model who is a NetBank customer, banking anywhere and any time in a series of situations such as painting her toe nails or posing for the camera. The aim with this angle is to demonstrate the convenience of the NetBank service.

“Our research indicates that Australian are reacting positively to our real life stories and find
them credible,” said Commonwealth Bank general manager of brand, marketing and information management, Graham Ford, of the focus on real people and realistic situations to push the benefits of NetBank. “Our ‘make it
happen’ tagline is helping us differentiate the brand and build strong recognition.”

The commercial will run on Channel Seven until mid-January, as well as on indoor and outdoor cinemas.

An in-branch promotion will reinforce the NetBank message, and detail how customers can save on bank fees by using the service. Commonwealth will also hold a competition for new registrants offering an exotic holiday, as another link to the exotic and free lifestyle NetBank seeks to facilitate.

The competition side of the promotion will also run on television and cinema screens, with banner ads on key online site such as lifestyle sites and retailers, to help drive interest.