Commonwealth Bank gets into music in interactive outdoor ads
The Commonwealth Bank has launched a touch screen campaign on JCDecaux panels, allowing consumers to make their own music as part of the bank’s campaign to promote its new Debit MasterCard.
CommBank’s “Keep the Music Going” campaign offers consumers $100 worth of songs over three months when they sign up for its debit card and make deposits of at least $1000 a month.
As part of the outdoor campaign, which includes ads on static panels across Sydney, Melbourne, and Brisbane, JCDecaux has also created 10 touch screens panels.
They allow passersby to interact with the outdoor ad by plugging in their earphones and pressing buttons such as ‘hand clapping’, ‘guitar’ and ‘piano’ to create their own song.
Credits:
- Advertiser: Commonwealth Bank
- Media Agency – Ikon Communications Sydney
- Media Owner – JCDecaux
27 April update. Here’s a video with a bit more detail:
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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This was done by Goodby, Silverstein and Partner’s, CBA’s main creative agency in partnership with Ikon Communications.
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why on earth would anyone stop and plug their earphones in?
looks like another ‘build it and they will come’ idea
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Well that completely random girl seemed to be enjoying it. She was rocking out.
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I’ve walked past that sign everyday with my headphones on. I’ve never noticed or have been compelled to bother to plug-in.
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I agree, why would anyone stop in front of a sun reflecting glass board/billboard to plug in their headphones and compose a song featuring ‘hand clapping’, ‘guitar’ and ‘piano’ effects…
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Well said Chris K.
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i love how banks try to get down with the kids
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You can’t bash clients for “being so conservative” and not trying new things with one hand, and then bash ’em with the other when they do.
Worth a go, I say. Run it up the flagpole… see what happens.
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Problem is conservative clients who’ve been burnt by a bad campaign are less likely to jump in a second time. Right campaign right client, not lets just give anything a go.
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It seems that this billboard not only made the completely “random” girl rock-out (as suggested by Brendon) but also caused her to forget what direction she was travelling, leaving the frame in the same direction she entered. Very “random” indeed. Seems like a waste of $$ to me, though good on them for trying to move beyond standard outdoor.
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she looks like she works at ikon too
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How phoney baloney is that! She must have some time on her hands . . .
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Wouldn’t it have been more effective to use bus shelters to reach the young’ns and also less embarassing for them to ‘rock out’ to. Instead of being in the middle of the city with lots of stuck up corporates around. Just a thought.
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