SYDNEY: Commonwealth Bank has enlisted Amelie director Jean-Pierre Jeunet for its latest marketing campaign, as it continues its ambition to become Australia's favourite bank, AdNews magazine revealed today.
The campaign, created by Goodby Silverstein & Partners, launches a series of TVCs on Sunday, which aim to bring the bank’s customer service promises to life and increase the number of products its customers purchase from the bank.
The ads have been created to resemble black and white films and feature cinematic style story-telling, in the style of Jeunet’s Amelie.
The activity is a departure from the long running “American agency” campaign, which Commonwealth Bank chief marketing officer, Mark Buckman, said had “done its job”, despite causing a “furore” when it launched.
“Three years ago we really had a job to do around repositioning the Commonwealth Bank brand. That job has now been well and truly done,” said Buckman.
“We certainly feel we’ve reinvigorated the brand, and given it a facelift. We feel the campaign has served its purpose in differentiating us as a bank and giving people a bit of a jolt about what a bank can be. Now its time to take it to the next level.”
To find out more about the Commonwealth Bank's new campaign, read today's AdNews [18 June 2010, page 3]
See the Commonwealth Bank campaign.
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