IMC: Ode to Can... Toni Collette - Can Campaign Commences

Can Campaign Commences - May 20, 2012

As per the Air New Zealand advertisement from 2009 ( Belch et al. Advertising: An Integrated Marketing Communicatoin Perspective, pg 29), Commonwealth Bank wanted to create a strong IMC Campaign and strategically incorporting all methods of IMC. The campaign has now been running for nearly 18 months & has used many communication functions that are brilliantly linked together, from advertising, direct & interactive marketings, slaes promotion, public relations/publicity & personal selling. 

The campaign is aimed at all Austrlaians from different customer segments & leaves a strong message of being able to achieve the impossible when it comes to banking... Everyone CAN... The CBA products & services can add value to all customers (existing & new). This integrated marketing campaign has created  controversy with other banks & enabled the commonwealth brand to become more 'human'. This is a term that never really correlates with banking. Therefore strengthening the Brand Equity of the Commonwealth Bank.

The campaign demonstrates that the CBA can fulfil the wants & needs of the customers, not only in relation to products, services but with a holistic view of making the world an easier place. In fact not only external customers but all stakeholders, internal & external. For internal stakeholders, the campaign was designed to give a sense of pride to employees who work with this Brand, this is an important part of the IMC process (pg37).

The Commonwealth Bank Chief Executive Officer, Ian Narev, said:

“When an entire company commits itself to a single goal, the results are impressive. Our dedication to improving customer satisfaction has transformed CommBank. But now we are seeking to raise our standards even further. I want all our people to focus on what CommBank can do for our customers. We will strive to empower our customers – whether individuals or businesses – through every interaction we have with them. I want our customers to feel that they ‘CAN’ with CommBank.” (https://www.commbank.com.au/about-us/news/media-releases/2012/120528-makeover/commbank-can.html). Built by Australians, for Australians, CAN is fresh, upbeat and optimistic – conveying an empowering message to Australians. This is clearly demonstrated by being launched by an extremely successful Austrlian Icon, Toni Collette. https://www.youtube.com/watch?v=-BL7CJsrXY4.

Andy Lark, Commonwealth Bank  Chief Marketing and Online Officer, says, “CAN expresses the passion we have for helping our customers achieve their goals. It is the attitude we will bring – through people and technology – to every customer interaction.” 

The campaign launched on Sunday May 20, with a series of outdoor, digital and stunt activations all displaying a simple yet powerful message – CAN’T. https://www.commbank.com.au/about-us/news/media-releases/2012/120528-makeover/commbank-can.html

References:

Belch et al, Advertising: An Integrated Marketing Communicaiton Perspective. 2012, McGraw Hill, Australia. Pages 29 & 37.

Commonwealth Bank Media Release Website, M&C Saatchi, https://www.commbank.com.au/about-us/news/media-releases/2012/120528-makeover/commbank-can.html

Toni Collette YouTube, Commonwealth Bank CAN Launch Commercial, https://www.youtube.com/watch?v=-BL7CJsrXY4