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Staff star in new Commonwealth Bank advertising campaign

10 November 2004

Commonwealth Bank staff are the stars in the Bank’s new approach to advertising launched nationally on November 7.

In the advertisements staff explain improvements in customer service and ask the question "Which bank is changing?"

The new approach is part of the Which new Bank service transformation launched in September 2003. The first television and print campaign focuses on changes made to the branch network, including the increased presence of branch managers and provision of quiet areas for customers to discuss their financial needs in private. The television commercials capture staff enthusiasm by ending with the voiceover ‘OK team, what else can we do?’.

"An important focus of Which new Bank is to support the people who serve our customers, so the decision to let our staff explain the customer benefits was an easy one," said Tracy Conlan, Executive General Manager of Brand, Marketing and Information Management.

"Our people are the real stars of our business. This campaign is about connecting with our customers through the natural warmth, enthusiasm and humour of our staff, and this really shines through."

As part of the new advertising approach staff were chosen to appear in the first TVC and a national competition dubbed Which new star was run to attract would-be actors to appear in future TVCs.

"The response from staff was amazing." said Tracy Conlan. "We received over 500 audition tapes for Which new star with some highly creative performances. It was like our own version of Australian Idol."

The campaign is the first of a series that will feature Bank staff promoting the service changes customers can expect to see in future.

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