Commonwealth Bank promotes app in new ad from M&C Saatchi
The Commonwealth Bank is pushing its CommBank app as a new way of banking in a campaign from M&C Saatchi that features a reworking of the Bananarama and Fun Boy Three’s ’80s hit ‘T’ain’t What You Do (It’s the Way That You Do It)’.
https://www.youtube.com/watch?v=AZ3MDB_iwxI
The campaign features the bank’s technology-focused banking solutions and aims to showcase the myriad of ways in which people chose to bank.
It is running across digital, outdoor, radio and pre-rolls.
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I did some work which was focused all about how to engage with 18-24 year olds and surprisingly those that were customers of CBA were real advocates of the brand, and it was the APP that was driving this, they were really passionate about how it ‘fits in with their lives’ and makes things easier for them, my concern abut this add is that it could have ‘heroed’ the app more – it could almost be an add for the ATM network.
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