brand building with impact(tm)
red successfully launch Commonwealth Bank, MyAccess

red successfully launch Commonwealth Bank, MyAccess

Blog article entry on: Jul 20, 2012

The red team have been busy helping Commonwealth Bank Vietnam to advertise the launch of their new Online Banking Platform, MyAccess.

In a Vietnamese market place that is often overloaded with purely functional messages and “me too” imagery competing for the same audience attention, red used their bespoke brand building with impact™ process to uncover real customer insights and drivers into why the local Vietnamese audience would really choose to used online banking.

The red impact™ process discovered that the ultimate benefit of personal time saving far outweighs the functional benefits like ease of use or safety of the Online Banking Platform.

This key insight inspired the advertising campaign idea to focus on the valuable time the customer gets back from online banking so that they can do what really matters most in life… with family and friends.

Hence, the “more time for my family & friends” advertising campaign concept was born. Lennart Schaberg, Creative Director, red brand builders, commented, “The advertising concept was developed into print and online communication pieces, without the usual visuals of laptops, instead focusing on illustrating moments that matter to our target audience with family or friends because they’re not having to waste time on meaningless banking tasks down at the branch.”

Here’s some examples of the campaign creative work…

red successfully launch Commonwealth Bank-MyAccessred successfully launch Commonwealth Bank-MyAccess 02

red successfully launch Commonwealth Bank-MyAccess 03

Feel welcome to request a copy of red’s credentials here.

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