The Cat Empire’s ‘Hello’ features in new CommBank spot
Commonwealth Bank has released a new campaign for CommBank Yello, its customer recognition program, set to The Cat Empire’s hit song ‘Hello’, via Sydney-based creative agency Brand+Story.
With over 8 million eligible customers, CommBank Yello aims to provide monetary compensation to users each year via cashbacks, discounts and prize draws, as well as unique experiences available in the CommBank app.
Developed by Brand+Story, the campaign utilises a special 20th anniversary re-released version of the Cat Empire’s ‘Hello’.
“Timing is everything,” said Paul Chappell, creative partner at Brand+Story.
“The song was our first choice for the campaign and it just so happened the band was thinking about re-releasing a 20th anniversary edition of the song. It was a win-win for the brand and the band,” he said.
Released in 2003, the song polled at #6 in the triple j Hottest 100, and was one of Australia’s biggest songs of the early 2000s.
Josh Whiteman, creative partner at the agency, added: “We wanted to create a campaign that was bright, positive and introduced Australians to a compelling new offer from a bank – CommBank Yello.
“Tying in with the Cat Empire only helps elevate the optimism of the campaign.”
The campaign will be in market until early next year, including activations at the cricket Boxing Day test.
“CommBank Yello recognises our customers by offering more value and personalised offers, as they do more banking with us,” said Commonwealth Bank’s CMO, Jo Boundy.
“CommBank Yello is designed to thank our customers for banking with us, and we think that this campaign, set to the Cat Empire’s classic track ‘Hello’, really brings that feeling to life.”
The campaign is live across TV and social.
Credits:
Client: Commonwealth Bank
Chief marketing officer: Jo Boundy
Agency: Brand+Story
Creative partners: Josh Whiteman and Paul Chappell
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Brand+Story
Cat EMpire
CommBank
Commonwealth Bank
Hello
Jo Boundy
Josh Whiteman
Paul Chappell
*switches on commercial television for the first time in a year* “Hellohel” *switches off television, buries remote in yard, google searches for “non-annoying songs 2003-2023″*
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I wish banks would just stick to banking, nobody asked for this.
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