CommBank
For all the
goals we share
The brief
CommBank has been a committed supporter of women’s sports for over 25 years. The FIFA Women’s World Cup 2023, hosted on home soil, presented an opportunity for CommBank to be part of a huge cultural moment.
As a proud partner of the CommBank Matildas and an Official Supporter of the FIFA Women’s World Cup 2023, CommBank wanted to shine a light on women’s football, grow the game, and promote their role of supporting women’s football at every level.
The objective
Positively boost CommBank’s brand reputation by supporting women’s sports in the lead up to and throughout the tournament, and into the future.
The strategy
Leveraging CommBank’s association of the FIFA Women’s World Cup 2023 and the CommBank Matildas, ‘The world looks brighter when you get involved’, was our proposition. Embodying CommBank’s complete commitment to championing women’s sport in a fully inclusive way.
To amplify involvement across the country, the campaign needed to speak to the Australian spirit of getting behind something special. A campaign that shows that in football, as in life, meaningful progress comes from achieving one’s goals.
‘For all the goals we share’ was the creative platform to bring all this to life. It targeted Australians of all levels of football enthusiasm – ‘sport lovers’, ‘culturally inspired supporters’, and ‘social seekers’. Whether you’re a kid, fan, parent, coach, or someone who doesn’t know a thing about football, you could get involved and be part of growing the game for not only women, but all Australians.
The campaign that celebrated the nation’s goals
The campaign was integrated in every sense, living across multiple touchpoints and engaging multiple audiences – giving Aussies all over the country a chance to get involved.
We inspired Australians with a widespread media plan that showcased CommBank’s investment in women’s football at every level, from grassroots to the elite.
Our hero film featured CommBank Matildas stars, aspiring Young Matildas players, young Aussie community club teams, their families, and the coaches who support them. 30” and 15” cutdown versions of the film were shared across broadcast and BVOD/on-demand.
The campaign extended to OOH, social, community radio, press, contextual digital placements, and Australia’s biggest full motion digital billboard with a 3D display in Melbourne’s Bourke Street Mall.
And the experiences we shared, from the CommBank Mini Mates Program, Activations, Community and Staff engagements, made CommBank synonymous with the excitement and energy throughout the tournament.
The CommBank Mini Mates Program
Giving young kids a chance to be a part of the tournament.
Before the FIFA Women’s World Cup 2023 kicked off, we invited community clubs around Australia and over 3.9 million CommBank customers to be part of the CommBank Mini Mates Program, via eDM, and supported by OOH, radio, and social media. The program put CommBank’s support of women’s football front and centre at every tournament game in Australia, including the 11M+ viewers who watched the CommBank Matildas take on England in the Semi-final.
‘Train like a CommBank Matilda’ Activation
Fans scored their own goals.
At FIFA Fan Festivals and stadiums across Australia, fans got to experience the ‘Train like a CommBank Matilda’ activation. The training drill was simple – dribble a football around reaction-based fitness technology pods used by real athletes and score a goal. To add to the fan experience, 50,000 fans were given eco-sustainable ‘clappers’, which were seen and heard on national television.
Real-time contextual DOOHs
Getting behind the CommBank Matildas.
As the CommBank Matildas progressed to the final stages of the tournament, in real-time after each game, we created DOOHs displaying messages of support. The messages were tailored, no matter whether they won or lost the game. These were placed at four high-traffic locations near the stadiums. Our DOOHs and social media posts connected with fans and kept the excitement alive after the games.
CommBank Everyday Banking
Helping Australians kick financial goals.
The campaign wasn’t just about football goals, but other goals in life too. We leveraged our creative to launch outdoor communications and social activity for CommBank’s Everyday Banking Account – inspiring Australians to reach their financial goals with CommBank.
Community and staff experiences
Goals were scored at the park and offices.
Our CommBank Matildas Merch Van travelled to community football clubs around NSW – giving more kids the chance to feel the excitement by scoring goals and winning prizes.
Over 200 Commonwealth Bank branches and head offices across Australia were activated, welcoming customers and employees to the home of the CommBank Matildas.
40,000+ employees got the chance to get involved, including large scale installations, to access to unique offers and experiences, and volunteering opportunities, including being CommBank Mini Mates chaperones.
