Commonwealth Bank DM HEAPS FREE O-WEEK by BMF Sydney

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Industry Banking & Financial Services
Media Direct marketing
Market Australia
Agency BMF Sydney
Executive Creative Director Dylan Taylor-Cd Direct
Creative Director Brad Waggoner, Tim Wood
Art Director Corinne Goode, Rudd Stdios - Matt Rudd
Copywriter Daniel Fryer, Philip Sicklinger
Released January 2011

Credits & Description

Category: Ambient Media (Large Scale)
Product/Service: BANKING
Agency: BMF
Date of First Appearance: Jan 20 2011
Entrant Company: BMF, Sydney, AUSTRALIA
Entry URL:!/commonwealthbank?sk=app_159188570789890
Executive Creative Director: Dylan Taylor (BMF)
Art Director: Matt Rudd (BMF)
Copywriter: Daniel Fryer (BMF)
Art Director: Corinne Goode (BMF)
Copywriter: Philip Sicklinger (BMF)
Creative Director: Tim Wood (BMF)
Account Manager: Will Woods (BMF)
Account Director: Emma McJury (BMF)
Account Director: Doni Savvides (BMF)
Account Manager: Esta Lau (BMF)
Creative Director: Brad Waggoner (BMF)
Media placement: Ambient - Australian Universities - 15 January 2011
Media placement: Online - Facebook - 15 January 2011
Media placement: Brochure - In branch - 15 January 2011

Describe the brief/objective of the direct campaign.
The target audience was students who were just beginning their university degrees. They were new customers and keen to save their precious money wherever they could. The challenge was that a bank at university orientation week is up against the beer appreciation club stall, the chocolate lover’s society, the cool Apple Mac stand and any number of seemingly more fun alternatives to get their attention. We had to talk to our audience in a way that embraced that feeling of freedom and fun, and somehow convince them to come and talk to us about their banking.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Students love free stuff, so we gave them heaps of it. To resonate with our target, the O’Week campaign needed to be fun and quirky. So we borrowed from their vernacular to create the line ‘Heaps Free is Heaps Good’. Heaps Free then became the common thread throughout the campaign, all the while tying back to our product offering of ‘fee free’ banking.

The response would hopefully be that students signed up to fee free banking.

Explain why the creative execution was relevant to the product or service.
Orientation Week signifies the milestone of starting Uni. It’s a chance for students to make a fresh start, have a little fun and most importantly, load up on free stuff. It’s also a chance to exercise their newfound independence and to evaluate things, like finances – which they have very little of. So little, that they relish anything that helps them stretch their dollar a bit further, especially if it’s free.

Thankfully the Commonwealth Bank has a free bank account. We made sure that the creative always tied back into promoting the 'free' aspect.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We opened 15,679 new NetBank Saver accounts amongst campaign branches, which is 67% higher than last year.

Amongst all branches, we opened 30,728 accounts during the promotional period, which is 50% higher than last year.

Student options registrations on Debit Mastercards hit 32,013 new accounts, an increase
of 155% from previous year (all branches).

Student options transaction results hit 26,445 new accounts an increase of 95% from
Previous year and 56% higher than target (all branches).