Commonwealth Bank
Shining a light on Australia’s female cricketers
Integrated Campaign / TVC / OOH / Social
CONTEXT
An audacious goal:
a world record crowd
CommBank has sponsored the Australian Women’s Cricket Team for over 20 years. But although the team dominated the game globally, the size of their crowds never matched their ability. With Australia set to host the ICC Women’s T20 World Cup 2020, we set out to help change that – and set a world record for attendance at a women’s sporting match along the way.
THE IDEA
An iconic anthem
for an iconic team.
To give women’s cricket a brighter future, we looked to the past: bringing back the classic anthem ‘C’mon Aussie, C’mon’ and the original singer, Allan ‘Jo’ Johnston, featuring the women’s team for the first time.
“‘C’mon Aussie C’mon’ is an iconic piece of Australian sporting history.
Hosting the ICC Women’s T20 World Cup in 2020 as world champions is a huge moment for the team,and we’re so proud to be able to bring this iconic Aussie anthem back for them.”
Hosting the ICC Women’s T20 World Cup in 2020 as world champions is a huge moment for the team,
Monique Macleod
Chief Customer Officer, Commonwealth Bank
HOW IT WORKED
An integrated campaign
in three phases.
We launched during the men’s Boxing Day Test, kicking off a three-phase campaign that featured executions across TV, OOH, social, radio, and in-ground activations. We also launched an extended version of the song on streaming services, with all proceeds going to the McGrath Foundation.
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“Simply brilliant both in concept and execution. By tapping into an iconic anthem of Australian culture, the campaign was instrumental to the success of the ICC Women’s T20 World Cup 2020 and to the incredible 86,000 crowd for the final that gathered at the MCG on International Women’s Day.”
Nick Hockley
CEO, ICC T20 World Cup 2020 Local Organising Committee