Finance/Insurance/Government/ Corporate & Real Estate 2009 Winner

TITLE: Comes With Music
AGENCY: Ikon Communications; Goodby Silverstein & Partners
CLIENT: Commonwealth Bank of Australia

OBJECTIVES
Commonwealth Bank’s new debit card launch carried aggressive targets – deliver 94,900 new sign-ups and reverse the negative personal transaction growth of 2007/08, within its “Determined to be Different” posi- tioning. Ikon needed to make a “vanilla” product offering appeal to its 18 to 39-year-old target market.

CAMPAIGN
Could finance and music coexist? Ikon approached Sony BMG and the “Comes with music” idea was born. New account holders would receive a monthly $20 download voucher from Bandit, Sony’s online music website.

Ikon acted like a record label, following the nuances of music marketing. Television was used to bring music to life, focusing on youth music and lifestyle programming. Music is mobile, so interactive outdoor was used, and digital channels were employed to build credibility. A radio partnership with Nova saw the messaging top and tail songs by Sony BMG artists, and street press and music magazines rounded out the media plan.

RESULTS
The campaign delivered 252,617 sign-ups, 266% over the target. Account balance growth hit $649 million. Eighteen to 39-year-olds made up 79% of all new product holders, and redemption of the Bandit offer was at 11%, versus a target of 7%.

Judges’ comments
The use of music and partnering a banking client with one of your other clients, a music brand, was an evolution for the category and very innovative. Behaving like a music brand was an excellent strategy backed up by a great execution and channel selection. Well done!