ENGAGING COMMBANK THROUGH ITS CUSTOMERS
With the introduction of variable marketing to the Head of Marketing for the Commonwealth Bank of Australia, we were charged with presenting the concept to the entire marketing department for the bank. Using creative files from past campaigns, we developed an entire program to upgrade and engage the Bank’s credit card customers. Using demographic and bank data, we developed variable communications that dealt with each customer’s unique situation and presented products and services that were targeted specifically at their segment.
Leading up to this presentation there was also a three week long variable campaign to each of the marketing staff that engaged them through online channels and print with the goal of getting their attendance to the event.
The goal of the micro-site was to engage the target and encourage the behaviour for that segment, whether that be up-grading their credit card, redeeming loyalty program rewards or considering CommBank for their next mortgage.
Based on this campaign and the one leading up to it, CommBank then embarked on B2B engagement using variable strategies and the programs to support them.