https://www.facebook.com/commonwealthbank
The Commonwealth Bank Integrated Marketing Communications Can Campaign has all bases covered. The Can Campaign aligns strongly with good relationship marketing. The campaign has been running for nearly 18 months & has just released yet another integrated phase. The Can Campaign involved creating, maintaining & enhancing long-term relationships with individual customers, as well as internal & external stakeholders for mutual benefit.
The integration of the direct to consumer advertising, public relation events & intelligently placed outdoor advertising, CommBank have also catered for their target market segments. This blanket approach has an extemely wide spread audience has certainly can not be missed by even the most unaware consumer.
You simply would have to type 'Can' into google & be inundated with Commbank Can Campaign success stories. The integration of marketing communications is endless & not only appeals to the massess but intelligently targets specific market segments.
The link above is to the Commonwealth Bank FaceBook page - a shining example of social media used to the best of it's ability. Not only does this page link the campaign with subtle advertising & enticement to get the lates deals on a personal loan for holidays, travel & desired items.
The website subtly displays the support from the Commonwealth Bank to the Australian cricket team & highlights the committment to the community through sponsorship & creation of such charitable causes like cerebal palsy alliance - a disability service & the Clown Doctors which is a charity organisation. The community interest & investment will help align Commbank with a psychological benefit for customers, resulting in an increased feeling of self-esteem as being involved with such a community orientated finance organisation. This strongly correlates to increased corporate brand awareness.
The social media component of this IMC campaign is an integral component to measure success for Commbank. The social media gives Commbank the ability to interact with their current & potential customers. It also empowers this target segment by enabling them to have information at their fingertips & focus on relevant component sof this communication strategy allowing Commbank to 'lead' their customers.
References:
Commonwealth Bank Facebook page. https://www.facebook.com/commonwealthbank
Belch et al, Advertising: An Integrated Marketing Communication Perspective. 2012, McGraw Hill, Australia.
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