In light of the scale and pace of change around the world, Commonwealth Bank is kicking off a new brand campaign to better understand the uncertainty many Australians are feeling about the future.
Recent research undertaken by CommBank found the majority of Australian adults (66 per cent) admit to feeling uncertain about what the future holds, with the uncertainty particularly pronounced when it comes to matters of a financial nature. Of note:
- Eight in 10 Australians (80 per cent) are worried about the cost of living in the future;
- Seven in 10 Australians (70 per cent) are concerned about being financially secure in old age;
- Nearly seven in 10 (68 per cent) cite future housing affordability as a notable concern;
- Six in ten (60 per cent) admit they are concerned about having enough money for a rainy day (unexpected future expense);
- Almost half (49 per cent) say achieving work-life balance is tougher than it was five years ago.
In addition to highlighting the uncertainty people are feeling, the findings revealed that close to three quarters (73 per cent) of Australians want banks to do more to understand their needs and concerns. About the same amount of people (72 per cent) want their bank to be a partner in helping them address their needs and concerns in an ever-changing world.
Stuart Tucker, Commonwealth Bank’s General Manager of Brand, Sponsorship and Marketing Services, said the bank recognised that a new landscape required a new approach to address the important issues in people’s lives.
“It’s only natural that people feel uncertain – look at the events of 2016,” Mr Tucker said. “We’re hearing this through our conversations with customers, and through our market research.
“This new campaign is all about showing Australians that we understand the uncertainty they’re feeling, and to help them find news paths forward.
“We want to help them achieve their financial goals despite the uncertainty that exists, whether that’s buying a home, growing their business, securing their retirement or planning for their kids’ future.”
The new campaign was developed in partnership with M&C Saatchi.
“This new platform is designed to listen to people’s views around Australia, so that CommBank can understand their needs and concerns, before partnering with them to help them achieve their financial goals,” Michael Canning, Executive Creative Director at M&C Saatchi, said.
“In a first- of- its- kind use of an ATM network, CommBank will be asking questions that matter to many Australians, 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?’.”
The integrated launch campaign was shot by renowned director/photographers Simon Harsent and Sean Izzard of the Pool Collective.
In conjunction with the new brand platform, M&C Saatchi worked with M&C Saatchi Group Company RE, to design a new brand strategy & visual identity for CommBank.
GM of Brand, Sponsorships and Marketing Services: Stuart Tucker
Executive Manager, Integrated Brand & Social Communications: Tamisine Heath
Executive Manager, Brand Strategy: Linda Manos
Marketing Manager: Emma Squires-McCarthy
Social Manager, Operations: Matt Norton
M&C Saatchi Agency
Executive Creative Director: Michael Canning
Creative Directors: Tim Green, Andy Flemming, Shane Gibson, Guy Futcher, Brendan Donnelly
Managing Partner: Lee Simpson
Group Account Director: Tanya Vragalis
Senior Account Director: Kezia Quinn
Account Director: Tori Davis
Project Director: Danielle Mountford
Brand Strategy Director: Nicky Bryson
CBA Strategy Lead: Alex Roper
TV Production: Rod James, Lil Ireland
Head of Print Production: Trent Henderson
Senior Print Producer: Greg Hyslop
Creative Workflow: Sharon Georgiou, Natalie Lavelle-Mangan
Executive Integrated Design Director: Matt Willis
UX Director: Ken Marlewski
Design Director: James Jamias
Senior Motion Graphics Designer: Cameron Nash
Senior Integrated Designer: Rod Robles
Digital Designers: Harry Tuckwell, Danielle Pontes, Bianca Cassaniti
Digital Producers: Kevin Bintoro, Emma Wetton, Jaz Lumsdaine Lead
Finished Artist: Salvatore Liseo
Finished artist: Holly Jones
Head of Retouching: Adam Holden
Senior Retoucher: Richard Hughes
Managing Director: Patrick Guerrera
Creative Director: Colin Cornwell
Associate Design Director: Ali Ozden
Head of Verbal Branding: Shannon Bell
Strategist: Zoe Bruce
Senior Account Director: Sarah Burling
Senior Copywriter: Jane Duru
Senior Designer: Alex Creamer
Designer: Alex McLauchlan
Senior Designer / Motion Designer: Sumita Maharaj
Director: Simon Harsent
Photographer: Sean Izzard
Executive Producer: Cam Gray
Production company producer: Honae McNeill
Aborah Buick – Head of Production
Editor: Andrew Holmes