Steve Clisby: Can

http://www.campaignbrief.com/2013/10/commonwealth-bank-launches-new.html

The Can Campaign Continues

X Factors Steve Clisby shows that he 'Can' even at 67



The award winning Commonwealth Bank Can Campaign continues in the next phase of the highly successful Integrated Market Campaign.



The Commonwealth Bank has recently launch the next phase of the Can Campaign. The marketing tools used for this integration are advertising (television & radio), Public Relations & social media campaign. Steve Clisby was not a well known name, and at the age of 67, as an entertainer you may think his time was of being on stage was numbered. However, Steve defied the odds & got to the finals of the number 1 rating Australian show, ‘The X Factor’.

The Commonwealth Bank saw Steve has being a prime example of what a person ‘Can’ do to defy the odds and achieve more than they ever through they could.

(Brockington,  2013) advises that ‘At the core of the campaign is 'Three Little Letters' - a song especially written for the campaign, reinforcing the Can philosophy and reflecting the story of Clisby's life-long love of music and his perseverance to achieve his goals’

The campaign launched on Sunday, 13 October with a 60sec and 30sec TVC that will air across all FTA and paid networks. It will also be supported by digital video and cinema advertising & social media.

According to Olivia Shying of Marketing Magazine, The Commonwealth Bank has recorded the biggest amount of customer satisfaction in comparison with the Big Four Banks. Could this be directly linked to this flawless implementation of the Integrated Marketing Campaign, which closely links in the support and ‘Can Do’ attitude of their employees.

Commonwealth Bank chief marketing officer, Vittoria Shortt, believes the latest campaign demonstrates Commonwealth Bank's ongoing commitment to the Can attitude.

Says Shortt: "From being greeted by our concierge in-branch, conversations with our dedicated employees over the phone, to the new technologies on offer, which make everyday banking simpler for customers - the sentiment of Can underpins every interaction we have with our customers. Steve's story of perseverance and consistently striving towards his goals personifies the Can philosophy. Over the years he repeatedly told himself 'I can achieve my dream', and that's what he continues to do. We hope Steve's story and our latest campaign encourages our customers to pursue their goals, and work towards their financial and personal aspirations."

References:

Brockington, T. 2013.  Commbank extends Can brand positioning with launch of ‘Three Little Letters’ campaign. The Campaign Brief.

Available: http://www.campaignbrief.com/2013/10/commonwealth-bank-launches-new.html

Shying, O.  Oct 2013. Ray Morgan: Customer Satsifaction with big four banks at record high. Marketing Magazine.

Available: http://www.marketingmag.com.au/tags/commonwealth-bank/

http://mumbrella.com.au/index.php?s=can+campaign