THE CHALLENGE
Our client’s product was last to market with no apparent point of differentiation in a low involvement category. So, how do you turn a debit card into a must have accessory for 18 – 39 Australians?
THE SOLUTION
We boldly suggested starting again and began our communications strategy by redesigning the product!
Our research identified that music is the soundtrack to our audience’s lives and has a strong emotional fit with the freedom that having a debit card provides for this audience. So we established an exclusive partnership between Ikon powerhouse clients Sony Music and Commonwealth Bank, creating an industry first “Comes with Music” proposition.
We seeded it digitally, announced it on TV with a hard metal rock band and promoted through exclusive music prize radio promotions, supported by Bluetooth outdoor where consumers could download free music tracks.
THE RESULTS
We exceeded even our own expectations in terms of business results with new sign-up’s 266% up on our objectives. Most importantly, we connected specifically with our 18-39 year old audience with over 80% of business coming from this target and proved that the CBA brand was successful in achieving both raised awareness and differentiation with a 96% brand attribution score.
