"Tying in with the Cat Empire only helps elevate the optimism of the campaign."
Commonwealth Bank has unveiled a campaign to celebrate CommBank Yello, the bank’s customer recognition program.
Set to Aussie band the Cat Empire’s hit track Hello, CommBank customers can now say Hello to CommBank Yello. This coincides with the band’s re-release of a 20th anniversary edition of the song.
With eligibility recently extended to more than 8 million customers, CommBank Yello is now one of Australia’s largest customer recognition programs, helping to provide around $400 million of value to CommBank customers each year via
cashbacks, discounts and prize draws, as well as unique experiences all available in the CommBank app.
Jo Boundy, CBA’s chief marketing officer, said CommBank Yello recognises customers by offering more value and personalised offers, as they do more banking.
“CommBank Yello is designed to thank our customers for banking with us and we think that this campaign, set to the Cat
Empire’s classic track Hello, really brings that feeling to life,” said Boundy.
The campaign is set to one of the biggest songs of the early ‘00s and will be in market until early next year, including
activations at the Cricket Boxing Day test.
Released in 2003, the Cat Empire’s Hello polled at number six in the Triple J Hottest 100 that year and has now been re-released to celebrate its 20th anniversary.
Creative partners Josh Whiteman and Paul Chappell from Brand+Story are behind the new creative campaign launching
across TV and social media.
“Timing is everything!” says Paul Chappell.
“The song was our first choice for the campaign and it just so happened the band was thinking about re-releasing a 20th anniversary edition of the song. It was a win-win for the brand and the band.”
Brand+Story wrote, produced and directed the new TVCs and social campaign.
“We wanted to create a campaign that was bright, positive and introduced Australians to a compelling new offer from a bank – CommBank Yello. Tying in with the Cat Empire only helps elevate the optimism of the campaign,” says Brand+Story partner Josh Whiteman, who also directed the TV commercials.
Credits
Client: CBA
Agency: Brand+Story
Writers: Paul Chappell + Josh Whiteman
Production: Brand+Story
Director: Josh Whiteman
Executive Producer: Paul Chappell
Producer: Johnny Greally
Casting: Fountainhead
Locations: Big House
Sound: Noise International
Post: Arc
Social Media:
XCS Group, White Chocolate
Music: The Cat Empire
Management: Lemontree Music
Labels: BMG, Gaga Music
