CommBank, via M&C Saatchi Group Australia, has unveiled a experiential campaign to celebrate the launch of Travel Booking.
Taking place in Melbourne’s Flinders Street, the campaign centred on an immersive walk-through billboard bringing New York City closer than ever, with wider integrated comms across social, influencer, PR, Out of Home (OOH) and digital media running nationally.
Running from February 28 to March 2 CommBank’s ‘Out of Here Out of Home’ campaign invited visitors to step through a billboard into a NYC themed activation.
At the heart of the experience was ‘Johnny G’ of John’s Famous Hot Dogs, Times Square’s own legendary street food vendor, in Australia for the first time who served 2,000+ NYC-style hot dogs for free.
Johnny has been a beloved fixture in Times Square for over 46 years, earning the admiration of the US media, street food lovers - locals and tourists alike - not through a flashy social media presence, but by serving up unforgettable hot dogs with his signature charm.
CommBank executive general manager consumer finance Marcos Meneguzzi said CommBank customers consistently list holidays as one of their top savings goals.
“CommBank iQ’s latest Cost of Living Insights Report revealed Australians are spending 22% more on online travel," Meneguzzi said.
M&C Saatchi creative director Daniel Borghesi said this campaign is about bringing the world closer than ever - to all Aussies with a travel bug.
“When CommBank asked us to help showcase the new Travel Booking service available via the app, the obvious answer was to bring NY’s greatest hot dog vendor to Australia to serve hot dogs from inside a billboard," Borghesi said.
"But it’s about much more than Johnny G’s signature recipe leaving the States for the first time."
CREDITS:
Client: CommBank
Creative Agency: M&C Saatchi Group Australia
PR, Activation & Influencer: M&C Saatchi Sports & Entertainment Australia
Production: Lenzo
Content: Monster & Bear
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