Commonwealth Bank launches campaign to get Australians Netbanking this summer
13 December 2000
The Commonwealth Bank Group is set to boost its number of online registrations for NetBank with an innovative campaign providing compelling reasons to bank online this summer.
The campaign utilises both traditional and online media and includes a new television commercial (TVC) and an in-branch promotion with the chance to win an exotic holiday. The new TVC is the latest in a series which brings alive the Bank's brand promise "Make it happen" with real examples of the Bank helping people achieve their goals.
Created by Lowe Lintas, the ad features real life NetBank customer and bikini model, Monica Cook, banking anytime and anyplace in a series of situations - while painting her toe nails, at the beach and at work posing for cameras in a teeny weeny bikini. In a lighthearted fashion, Monica demonstrates the convenience, control and real benefits NetBank provides.
"I think it's great that the Bank is brave enough to show how real people like me use its products," said Cook. "NetBank makes it so much easier for me to control my finances when and where I want to, so it is easy for me to talk about it and convince others that it is definitely a better way to bank."
The TVC will air exclusively on Channel 7 from December 10 to mid-January and also on indoor and outdoor cinema.
To support the TVC, an in-branch promotion telling customers that they can save up to 86 per cent on transaction fees if they start using NetBank will run in all Commonwealth Bank branches.
As an additional sweetener, those who register with NetBank from December 1 to February 28 have the chance to win a trip to one of four exotic five-star holidays. Hot holiday destinations include Mont Saint Michel, Northern France; The Blue Train, African Train Safari, South Africa; Fior Da Rosa Monastery, Portugal and The Rock House Hotel, Jamaica. The promotion will appear on television, indoor and outdoor cinema and online (key lifestyle online retailers).
Graham Ford, General Manager, Brand, Marketing and Information Management at the Commonwealth Bank Group says the new campaign provides a strong call-to-action across both traditional and online media.
"It is a strong demonstration of our brand promise of "Make it happen" and also the benefits and reasons for getting started with NetBank. NetBank empowers people to save time and money and makes it possible for them to do their banking at their convenience anytime, anywhere.
"Our research indicates that Australians are reacting positively to our real life stories and find them credible. Our "Make it happen" tagline is helping us differentiate the brand and build strong recognition."