Commonwealth Bank of Australia

Background

In 2017, the Commonwealth Bank took a historic decision to produce TVC’s for key language groups in Australia for Val Morgan’s new ‘Access Asia’ Cinema advertising package, offering ads before 98% of Chinese, Bollywood, Punjabi and Tamil films, screened in cinemas across Australia.

The decision was made by CBA to leverage Access Asia’s reach through the growth of Asian Cinema in which there was more than one million annual admits to Bollywood and Indian movies and 700,000 admits to Chinese movies.

Challenge

Create culturally relevant and engaging in-language TVCs capturing cultural nuances, and in Mandarin, Cantonese, Hindi, Punjabi, Tamil.

Brief

Provide cultural advisory to the production team at M&C Saatchi to ensure that the ads were both culturally competent and relevant to the five language group communities – Mandarin, Cantonese, Hindi, Punjabi and Tamil.

The role included advisory and input across all elements of the creative process including qualitative research narrative development, script, wardrobe, talent, location, dialogue and translation. Ad concepts and finished TVCs to be measured through qualitative interviews and quantitatively by CulturalPulse community panel of 450 Chinese and Indian Australians.

Key outputs/outcomes

CBA’s TVCs viewed by more than one million Asian-Australians and for the first time in CBA’s history, their messaging has been served in first language to Asian communities.

Pre- and post-ad research and insights survey by CulturalPulse panel showed the ad rated highly across all areas.

The TVC campaign won an AME Award at the New York Festival for advertising and marketing effectiveness.