The Internal Link to the Success of The Can Campaign...
My investigations of the Commonwealth Bank has surprised me to no end. This campaign has driven a strong strategy that has not been waivered from throughout the last 18 months whilst this campaign has been running. The clever integration of the campaign has used an abundance of marketing communication tools that have engaged many different target markets. It has been well thought out for the extended period of time with the phasing being well planned.
There are many successful components of this comprehensive Integrated Marketing campaign. One particular part of this campaign that is extremely successful is the internal investment and buyin from the banks employees. The Commonwealth Bank has instigated a 'Can Do' culture & ties this campaign into motivating internal staff members.
I am lucky enough to have chose an IMC campaign and have a small amount of internal insight. My partner works at the bank and in a short interview that he allowed me to conduct - this is how he advised the Can Campaign in promoted internally.
"To support the Commonwealth Bank Can Campaign internally they encouraged their employees to push the limits, to support & report their customers. The bank encouraged their employees to be the spirit of Can isn’t particularly and understand that this is not particularly revolutionary.
The highlighted to their employees that the smallest challenges are the most important to overcome. The secret to success is to push themselves and their colleagues—to do more, consistently.
To support each other when the questions are difficult. Reward each other when the solutions are found. This is how internally they ‘sell’ their Can Do attitude to their employees".
As my final blog, I would like to say that this campaign excited me. What a great marketing campaign that has been hugely successful from internal culture improvement to the Commonwealth Bank being the bank of choice for most Australians.
