CommBank heroes home-lenders in latest campaign
Jo Boundy: "We’ve been able to truly hero some of our amazing real-life home lenders and the wonderful support they provide."
The Commonwealth Bank has launched a campaign to hero home-lenders as part of supporting Australians in their home buying journey.
The 15s and 30s TVCs show different perspectives on home-lending, including sibling investors, a small business owner, and a family deciding between buying or selling first.
Set to Australian jazz/funk band The Cat Empire’s song "Hello," the campaign also highlights CommBank's digital tools like Home Hub (located in the CommBank app), aiming to respond to some of the common customer demands, including the desire for tailored tools and support.
The campaign has been rolled across TV, out-of-home (OOH), radio, social, digital display, and print.
[embed]https://www.youtube.com/watch?v=ffRb4L2iKeY[/embed]
Jo Boundy, CommBank’s chief marketing officer, said the bank wanted to highlight its market strengths, including its network of home lenders.
“At CommBank, customers can not only access a suite of competitive and flexible home lending solutions, but they can also enjoy personalised support every step of the way and it’s been wonderful to shine a light on this support through our new advertising campaign.
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“Through our campaign, we’ve been able to truly hero some of our amazing real-life home lenders and the wonderful support they provide to our customers every single day."
This initiative is part of CBA's broader strategy to address financial needs across different age groups.
Mediaweek has approached CommBank's creative agency, M&C Saatchi, for comment.
Last year, Commbank expressed its interest in improving financial literacy and capabilities for young Australian with a new app targeting children and adolescents aged four to 14 years.
Claire McIntyre, CMO at Kit, a CBA subsidiary, emphasised the importance of financial literacy, telling Mediaweek that the app builds on the legacy of the Dollarmites program, which ran from 1931 to the end of 2021.
