Commonwealth Bank Of Australia: THE COMMBANK PROPERTY GUIDE APPLICATION by THE WHITE AGENCY, VIVANT Sydney for Commonwealth Bank

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Industry Banking & Financial Services
Media Promo & PR
Market Australia
Agency THE WHITE AGENCY
Agency VIVANT Sydney
Media Ikon Communications
Executive Creative Director Darwin Tomlinson
Creative Director Marcus Robertson
Producer Kathleen Hyland
Released June 2011

Awards

London International Awards 2011
The NEW Category - Bronze

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Mobile Devices
Advertiser/Client: THE COMMONWEALTH BANK OF AUSTRALIA
Product/Service: HOME LOANS
Entrant Company: IKON COMMUNICATIONS Sydney, AUSTRALIA
Advertising Agency: THE WHITE AGENCY Sydney, AUSTRALIA
2nd Advertising Agency: VIVANT Sydney, AUSTRALIA
Media Agency: IKON COMMUNICATIONS Sydney, AUSTRALIA
Executive Marketing Manager: Paul Argus (The Commonwealth Bank of Australia)
Marketing Manager: Prue Walker (The Commonwealth Bank of Australia)
National Digital Director: Ellie Rogers (Ikon Communications)
Digital Strategist: James Collier (Ikon Communications)
Digital Director: Sandra Wee (Ikon Communications)
Strategy Director: Georgia Thomas (Ikon Communications)
Agency Director: Pat Crowley (Ikon Communications)
Executive Creative Director: Darwin Tomlinson (The White Agency)
Creative Director: Marcus Robertson (The White Agency)
Senior Copywriter: Luke Sandral (The White Agency)
Senior Designer: Greg Miller (The White Agency)
Producer: Kathleen Hyland (The White Agency)
Strategic Director: Rachael Maughan (The White Agency)
Planner: Abby Johnston (The White Agency)
Account Director: Phillip McCann (The White Agency)
Senior Account Manager: Susan Montgomerie (The White Agency)
(RP Data)
(Vivant)
Results and Effectiveness:
The CommBank Property Guide has set a new industry benchmarks, evidenced by 120 pieces of national media coverage across TV, online and print (estimated circulation of 44 million instances).
Just three and a half months since the launch, we exceeded the 6 month stretch target of 100,000 downloads, a result that has translated into:
• More than 455,000 user sessions
• More than 1,200,000 property searches
• Tens of thousands of engagements with calculators, videos and articles
The application itself averages 45+ calls per week to the Commonwealth Bank which has translated into a return on marketing investment of 109%.
Creative Execution:
To deliver the assistance that property buyers needed on the move the Commonwealth Bank developed Australia’s first complete end to end property search, research and financing mobile tool, Tthe CommBank Property Guide.
The CommBank Property Guide provides house hunters with insights into 95% of Australian Hhomes. Using augmented reality, valuable data including past sales history, current property listings, recent sales and estimated property value is mapped onto a real world view. This unique functionality creates a friendly way to deliver the relevant information and context to property buyers as they need it on the go.
In addition core financial tools including calculators, videos and guides are provided to ensure home buyers are making the right financing choice. Click to call functionality and an ‘arrange an appointment’ contact form allows instant access to the bank once the buyer is ready.
Insights, Strategy and the Idea:
In a market experiencing rising interest rates it would be easy to believe that mortgage lenders rates would be the only factor affecting a consumer’s choice in home loan provider.
On the contrary research indicated that property buyers weren’t just searching for the lowest rate. Rather, a trusted source of advice to walk them through the home buying process before making the final home loan application. This need for assistance extended to the property search itself with 72% of customers using their laptop or mobile phone to access information while on the move.
With mobile internet access reaching 36%,home buyers had access to select property data however multiple sources, restricted access and sometimes required payment made the data impossible to consume on the go.
The communications strategy focused on making relevant and proprietary information easily accessible to home buyers whilst on the move through one single platform, the mobile phone.

The Promo / PR Ad titled Commonwealth Bank Of Australia: THE COMMBANK PROPERTY GUIDE APPLICATION was done by THE WHITE AGENCY, VIVANT Sydney advertising agencies for Commonwealth Bank in Australia. It was released in Jun 2011.