Jo Boundy, CBA’s Chief Marketing Officer, said: “CommBank Yello recognises our customers by offering more value and personalised offers, as they do more banking with us.
“CommBank Yello is designed to thank our customers for banking with us and we think that this campaign, set to the Cat Empire’s classic track Hello, really brings that feeling to life,” said Ms Boundy.
The campaign is set to one of the biggest songs of the early ‘00s and will be in market until early next year, including activations at the Cricket Boxing Day test. Released in 2003, the Cat Empire’s Hello polled at number six in the Triple J Hottest 100 that year and has now been re-released to celebrate its 20th anniversary.
Creative partners Josh Whiteman and Paul Chappell from Brand+Story are behind the new creative campaign launching across TV and social media. “Timing is everything!” says Paul Chappell. “The song was our first choice for the campaign and it just so happened the band was thinking about re-releasing a 20th anniversary edition of the song. It was a win-win for the brand and the band.”
Brand+Story wrote, produced and directed the new TVCs and social campaign. “We wanted to create a campaign that was bright, positive and introduced Australians to a compelling new offer from a bank – CommBank Yello. Tying in with the Cat Empire only helps elevate the optimism of the campaign,” says Brand+Story partner Josh Whiteman, who also directed the TV commercials.
To find out more, visit: commbank.com.au/yello