CommBank

For all the
goals we share

The campaign

CommBank’s goal was to grow the game of football for all Australians, and promote their role of supporting women’s football at every level – from grass roots to the elite. The campaign showcases that in football, as in life, meaningful progress comes from achieving one’s goals.​

The campaign adopted a multichannel approach that resonated with a diverse audience celebrating women’s football and the community.​

The FIFA Women’s World Cup 2023 was the most successful Women’s World Cup in history and CommBank was there every step of the way – uniting the country, driving brand leadership and doubling awareness of CommBank’s football partnership.​​

An integrated campaign that inspired a nation​

To celebrate CommBank being proud partners of the CommBank Matildas and an Official Supporter of the FIFA Women’s World Cup 2023, we engaged audiences with an integrated ATL campaign featuring broadcast, OOH, social, radio, digital, activations and experiences. The campaign connected our audiences through contextual channels and placements throughout the tournament.

Our hero film features global football star Sam Kerr and her CommBank Matildas teammates, aspiring Young Matildas player Avaani Prakash, and young Aussie community club teams with their families, and the football coaches who support them.

The CommBank Mini Mates Program

We invited local community clubs and over 3.9 million CommBank customers to be a CommBank Mini Mate or win match tickets. We gave 1,400 young kids the opportunity to walk onto the pitch with their heroes at the FIFA Women’s World Cup 2023.

Thousands trained like a CommBank Matilda​ ​

One goal was to get more people to participate. 18,000 fans trained like a CommBank Matilda at the FIFA Fan Festival and stadiums around Australia. The training drill was simple, dribble the football around the BlazePods – reaction-based fitness technology used by real athletes that recognises touch. To finish the drill, participants had to kick the ball to score a goal.​

We kept up with the biggest CommBank Matildas moments​

As the CommBank Matildas progressed in the FIFA Women’s World Cup 2023 quarter and semi-finals, real-time contextual outdoor placements and social were displayed after the games. We were ready to go win or lose.​

We helped kick financial goals as well​

The campaign extended to not only focus on football, but other goals in life. We leveraged the creative to launch OOH and social activity for CommBank’s Everyday Banking account – inspiring Australians to reach their own financial goals. 

The results

The campaign activity contributed to a doubling of CommBank’s association with football

15m Impressions​

109k minutes of social content​

3.9m customers engaged​