CommBank

For all the
goals we share

Brief

CommBank have been a committed sponsor of women’s sports for over 25 years. With the FIFA Women’s World Cup 2023 to be hosted in Australia, it was a prime opportunity for CommBank to harness the excitement and love of sport Australians have and shine a light on their support for the CommBank Matildas in the lead up to, and throughout the tournament.

As proud partners of the CommBank Matildas and an Official Supporter of the FIFA Women’s World Cup 2023, 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, with the objective of boosting positive brand reputation.

Solution

The FIFA Women’s World Cup 2023 was about to capture and inspire a nation, and we cemented CommBank’s role in supporting women’s sport by creating a campaign that demonstrated that in football, as in life, meaningful progress comes from achieving one’s goals. The success of the FIFA Women’s World Cup 2023 exceeded all expectations, and we were there every step of the way – uniting the country, driving brand leadership, and doubling awareness of CommBank’s football partnership.

The proposition ‘The world looks brighter when you get involved’, represents CommBank’s higher commitment to championing inclusivity through sport.

The campaign ‘For all the goals we share’ targeted Australians of all levels of football enthusiasm – ‘sport lovers’, ‘culturally inspired supporters’ and ‘social seekers’ encompassing that whether you are a player, fan or supporter, football is a source of joy. Elements of the campaign also targeted CommBank customers and engaged staff with exclusive ways to be part of the tournament.

For all the goals we shared

We engaged audiences across an integrated ATL campaign, the CommBank Mini Mates Program, tournament activations and CommBank customer and staff experiences.

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 film was shared across broadcast and BVOD/on-demand in 30” and 15” versions.

OOH, social, radio, digital including contextual channels and placements, updated throughout the tournament. We also utilised Australia’s biggest full motion digital billboard with a 3D display in Melbourne’s Bourke Street Mall.

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 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.

Experiences that engaged CommBank staff and communities

Over 200 Commonwealth Bank branches and head offices were activated across Australia, welcoming CommBank’s customers and people to the home of the CommBank Matildas. From volunteering opportunities to large scale installations, to access to unique offers and experiences, the bank galvanised its 40,000+ employees behind the tournament.

Our CommBank Matilda’s branded Merch Van travelled to local children’s community football clubs around NSW – giving kids the chance to get involved, score a goal and win prizes.

Results and Metrics

Brand

The campaign contributed to strong, tangible results for the brand. Together, CommBank’s FIFA Women’s World Cup 2023 and Everyday Banking activity contributed to a doubling of CommBank’s association with football.
3.9m customers were engaged over the duration of the campaign.
The campaign contributed to the brand’s strong history of community involvement, with CommBank’s activity around FIFA Women’s World Cup 2023 resulting in record-high associations with the image attributes ‘actively involved in the community’.
Everyday Banking consideration also lifted significantly among recallers, and especially so among non-customers and 40+yo, demonstrating the benefit of combined investment and matching luggage.

Social

15m Impressions
109k minutes of social content

OOH

LFOOH reached a total of 11,355,297 people
SFOOH reached a total of over 20m people

Staff

Staff experiences across branches and head offices resulted in significant increase across the internal community platform 

CommBank

For all the goals we share