CommBank has kicked off a crusade to settle the estimated $1.8bn “mate debt” in Australia.
The national campaign, starring cricket legends David Boon and Brett Lee, is based on the notion that “it’s just not cricket to leave mate debt unsettled”.
The first part of the integrated campaign is called ‘Pay Your Mate Back Week’ and kicked off with an interactive video last night.
The aim of the advertising is to raise awareness of the banks’ digital wallet and mobile app CommBank Kaching.
The campaign’s content has been designed to share with integrated social, PR and paid media activity all part of the push.
The campaign will be seen across News Limited’s online mastheads as well as on Facebook, YouTube and Twitter.
Comm Bank has also brokered a month-long partnership with Nova with 30-second post, and other online and on-air content to come.
A consumer promotion will start next week with consumers who make a transaction via CommBank Kaching automatically entered into a draw to win a daily prize of $1000.
Credits: client Commonwealth Bank, concept creation, social and PR One Green Bean, creative production Imagination, media Ikon, executive creative director of the video Kat Thomas of One Green Bean, film director Nathan Ealr, production company Milkmoney Films.