2012 Latest M&C Saatchi's Campaign, Help Commonwealth bank to re-position their brand, two stages, involve lots digital marketing in this campaign & stunting art promotion.

1. Commonwealth Bank
“CAN Campaign”

2. Determine to be different

3. Creative

4. Agency
• Creative Agency: M&C Saatchi
• Office: Sydney
• Started: May 2012

5. Philosophy
A belief in our ability to change the world.
A flat refusal to accept the status quo.
A conviction that an individual can make the
highly improbable, possible.

7. Problem
Based on the unique mix of superior service and
cutting edge technology, Commbank has developed
a new positioning: Enabling Forward Progress.
Recent history shows that Commonwealth Bank has
had several positioning lines. Most are forgotten. Or
worse attributed to other banks. Therefore, the
challenge of developing a line that not only
embodied forward progress but also stood the test of
time.

8. Insights
Consumers
Negative Think Stifles Progress
Brand
Deploy technology , advice and expertise to remove
the barriers that prevent people and commerce
moving forward

9. Solutions
CommBank CAN Campaign
'Can' underline Commbank's belief in banking with
purpose. It espouses a belief that banking can be a
positive force for good. Something that plays a vital role
in commerce and fulfilling human potential.
It supplies encouragement, conviction and inspiration.
Most importantly, it signals positivity. A characteristic
much needed in today's uncertain times.
'CAN' earns Commonbank the characteristics of a true
visionary, not just a leader.

11. Concept
Idea!
An Ode To Can

12. Plan
The Launch Stage: was seen last week with
the unveiling of the "CAN'T“ posters.
http://www.whatiscant.com
The Reveal Stage: Beginning Sunday was the
second stage, in which the bank literally
changed the word "CAN'T" to "CAN“.
http://www.can.com.au

13. Tactics
1) Outdoors - numerous teaser posters, billboard were
hung in a variety of locations, sparking interest due to
their simple message, yet lack of brand association.
2) Digital - underneath the word "CAN'T" on the
billboards, was a link to a website, whatiscant.com. Over
50,000 users visited the website, where upon each visit
the site displayed a new message, such as "CAN'T win".
Now the website links visitors to the CBA website.

14. Showcases
Stage 1: Launch Stage Stage 2: Reveal Stage

15. Showcases
Stage 1: Launch Stage Stage 2: Reveal Stage

16. Showcases

18. Tactics
3) Stunts - art installations, such as the word "CAN'T" on
the back of a truck driving near the Sydney Harbour
Bridge, were used to catch the eye of passersby
throughout the first stage of this marketing campaign.
4) TV ad - actree Toni Collette has lent her name and
clout to the latest CBA ads. Speaking directly to the
camera, the idea was to "bring to life" the CAN campaign.

21. Tactics
5) App - the CBA introduced an "Augmented Reality
App" in collaboration with News Limited. Users reading
their Sunday newspapers were able to download an app
that, by simply holding their phone over the CBA logo,
allowed them to view the new launch ad.

23. Digital Marketing

24. Digital
Campaign Landing Page
http://www.can.com.au
http://www.whatiscant.com
Youtube Brand Channel
http://www.youtube.com/user/CommBank
http://www.youtube.com/user/CBAustralia
Facebook Page
http://www.facebook.com/commonwealthbank
Google+
https://plus.google.com/105895418384149305262/posts
Twitter
http://twitter.com/#!/netbank
Blog
http://blog.commbank.com.au/

25. Campaign Website

29. Youtube Channel

32. Facebook Page

36. Google+ Page

38. Twitter Page

40. Blog Page

42. Apple Store

45. Banner

46. Flash

47. Competitor

48. Hi-Jack
Since the CAN campaign launched, the competitor had
hi-jacking this campaign.
1) Heritage bank were the first to hi-jack the campaign,
buying Google keyword CAN'T
2) Greenpeace followed suit - also buying key words and
re-skinning it's Facebook and Website
The hi-jackers added "fuel to the fire" around the
campaign.