Commonwealth Bank has launched an interactive ATM-led campaign with the aide of its creative agency, M&C Saatchi.
The 'Can' campaign, including a new TV spot, arrives off the back of a research study commissioned by CommBank which focuses on the everyday 'uncertainty' felt by Australian adults. It says the campaign evolves the brand and shows it cares about what is important to customers in an uncertain world.
The results of the study indicated that roughly 80% of Australians were worried about the cost of living and 70% concerned about being financially secure in old age.
As part of the campaign, CommBank ATMs will prompt users to answer a series of questions such as, ‘Is the Australian property dream still a reality?,’ ‘Are our businesses ready to face the future?’ and ‘Do our kids have the skills they need for tomorrow?’.
Commonwealth Bank’s general manager of brand, sponsorship and marketing services, Stuart Tucker, says the campaign will give Commbank the opportunity to understand the financial goals of Australians..
“It’s only natural that people feel uncertain. We’re hearing this through our conversations with customers and through our market research," Tucker says.
"We want to help them achieve their financial goals despite the uncertainty that exists, whether that’s buying a home, growing their business, securing their retirement or planning for their kids’ future.”
To combat this 'uncertainty', Commonwealth Bank is utilising ATMs as a way of starting a conversation with customers, says M&C Saatchi ECD, Michael Canning.
“This new platform is designed to listen to people’s views around Australia, so that CommBank can understand their needs and concerns, before partnering with them to help them achieve their financial goals” Canning says.
This kind of customer engagement using ATMs as a platform for social research has not been tapped into by banks before, it is yet to be seen how the responses will shape Commonwealth's future marketing.
M&C Saatchi worked with M&C Saatchi Group Company's brand and design consultancy, RE, designing the campaign. It was shot by renowned director/photographers Simon Harsent and Sean Izzard of the Pool Collective.
Commonwealth and M&C Saatchi have been increasingly using customer interaction as a method of brand awareness, with the agency recently creating a virtual reality story book for the bank. Check it out below.
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