Commonwealth Bank is fuelling its latest campaign with data gleaned from customer surveys about how Australians feel about the future.
It has been asking customers to answer questions via its ATMs and is tapping into the results in the latest ads.
Users were prompted to answer 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?’, at ATMs.
Having run for almost a month, the results will now be displayed on Ooh!Media digital out-of-home (OOH) billboards across Australia.
CommBank will be featured on over one thousand Ooh!Media's digital screens in CBD office towers, cafes, airports, retail centres and on large format roadside billboards.
CommBank GM of brands Stuart Tucker says the campaign aims to find solutions for Australians experiencing financial strife.
“How better to engage an audience than through the combination of our national network of ATMs and Ooh!’s national digital portfolio,” says Tucker.
“This campaign opens up a new world for connecting with our customers and CommBank is pleased to be at the forefront of such innovation”
The screens will display results such as 47% of Australians answering yes to the question ‘Is the Australian property dream still a reality?’
Ooh!Media CEO Brendon Cook says it highlights the possibilities of OOH and is a demonstration of where the industry is heading.
“We are striving to show that out-of-home innovation is endless by taking real client data and using it to deliver an audience-led campaign with engaging and relevant content at national and geo-targeted levels,” says Cook.
“It’s the first time data has been captured, regularly updated and broadcast in this way across so many of Ooh!’s digital roadside billboards.”
Recently, Ooh!Media collaborated with Myer and Clemenger BBDO for Virgin Australia Melbourne Fashion Festival (VAMFF). To coincide with a 'shoppable catwalk' Ooh! activated a series of billboards which looped videos of the catwalk and provided links to the website to shop the looks.
Media agency Ikon Communcations also worked on the campaign.
Ikon managing partner Pat Crowley says: “Applying relevant and near time messages into digital OOH nationally is making best use of the channel to ensure all Australians know that CommBank is listening to them."
CommBank recently made headlines as one of several Australian companies to back gay marriage.
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