CREATE YOUR OWN COOL by BMF Australia for Commonwealth Bank

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Industry Banking
Media Direct marketing
Market Australia
Agency BMF Australia
Associate Creative Director Brad Waggoner
Art Director Luke Hawkins
Copywriter Damon Porter
Released August 2009


Caples Awards 2010
Digital Campaign Microsite Finalist

Credits & Description

Category: Loyalty/Continuity Schemes
Product/Service: PI CLUB - YOUTH BANKING
Agency: BMF
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: BMF, Sydney, AUSTRALIA
Entry URL:
Executive Creative Director/Dm: Dylan Taylor (BMF)
Associate Creative Director: Brad Waggoner (BMF)
Art Director: Luke Hawkins (BMF)
Copywriter: Damon Porter (BMF)
Account Director: Doni Savvides (BMF)
Account Manager: Esta Lau (BMF)
Interactive Designer: Marty Loftberg (BMF)
Interactive Designer: Jackie-Lee Brayley (BMF)
Head of Flash Developer: Martin Holley (BMF)
Flash Developer: Ed Stuckey (BMF)
Media placement: Direct Mail - Bank Statement Insert - 1 February 2010
Media placement: Microsite - Internet - 1 February 2010

Describe the brief/objective of the direct campaign.
Saving money doesn’t rate highly on teens’ priority list, nor does an interest in financial services. Our brief was to engage our teen customers in a way that was relevant to them. We identified three key things all teenagers have in common: they're not impressed by much, they have an inherent need for self expression and social interaction is really important to them. So our strategy was to provide a destination for our target to ‘create and share’. Objectives: Achieve 8,120 unique visitors to the Pi website. Achieve 3000 competition entries.

Explain why the creative execution was relevant to the product or service.
The technology of the online space was a perfect match for our core creative idea. Teens could ‘create’ a shoe design in 3D space then view it using Augmented Reality technology – something that could not be done in any other medium. Further to this, we wanted them to share our promotion with their friends, which could be achieved through social networking. Sites such as facebook, bebo and myspace are popular among our target. It’s how they communicate. So to get them talking and sharing our promotion, we had to have a presence among these sites.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Design and win your own pair of customised Dunlop Volleys. We provided a platform for teens to ‘create and share’ by partnering with Dunlop Volleys, an iconic shoe brand among Australian youth. Teenagers received a statement insert in the mail that drove them to where they could: • Design their own shoes in a 3D space. • View their designs using augmented reality. • Share their designs using social networking sites such as facebook, bebo and myspace. • Upload their designs to a gallery, which could be voted on by users.

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.
The results speak for themselves: • We had 4,358 designs submitted to the gallery, beating our target by 38% • There were 19,235 unique visitors to the website, exceeding our target by a massive 140% • There was a 47% return rate (39,784 total visits), proof that our concept was engaging for teens. • The average time spent per visit was well above our expectations at 14 minutes. This beat our previous campaign by over 160%.