The Innovation and Transformation of Banking

CASESTUDY: THE INNOVATION AND TRANSFORMATION IN BANKING

For six years, we developed strategies and created digital marketing, website and eCommerce innovation for Australia’s largest bank, the Commonwealth Bank nationally, across seven divisions, overseeing a team of 40+ and working with multiple agencies.

Some of our award winning projects are detailed below.

100 YEARS OF THE COMMONWEALTH BANK IN AUSTRALIA

When Australia's biggest bank, The Commonwealth Bank decided to celebrate its Centenary year, it wanted to highlight its integral role in the history and progress of Australia over the last century. The extensive integrated campaign, entitled 'One Hundred Years Together', highlighted what Commonwealth Bank, together with the people of Australia, have achieved in the past 100 years. Combining television, print and social media, the campaign, looked to engage existing and prospective Commonwealth Bank customers in a conversation about the future of banking over the next 100 years.

COMMBANK KACHING APP

The Commbank Kaching app was, at its inception, a new benchmark for self service banking. I led the team that helped to create a new Commbank smartphone app - Kaching - that offered NFC and peer-to-peer payments on iPhones. Kaching nailed the iPhone interface, making it almost enjoyable to navigate around and transact on accounts. It was supported by an impressive back end, too. At the time of it's release it was Australia's first commercially available App to utilises NFC (Near Field Communication) technology. In addition to wireless NFC payments, Kaching also allowed users to make peer-to-peer payments (P2P) via mobile, e-mail and Facebook. The Kaching app linked to the iPhone's address book to enable mobile and e-mail payments, while the app links directly to your Facebook ID to enable payments via the social networking service. We devised the strategy for the app rollout as well as the design elements.

THE COMMBANK FLAGSHIP BRAND

The Commbank Flagship branch signified the bank’s commitment to the people of Queensland and investment in the local economy. The Flagship branch is located at 240 Queen Street, Brisbane.

THE BANK OF THE FUTURE

What is the future of banking? We created and brought to life Commbank’s vision fior the future with fascinating storytelling.

SMARTER PROPERTY DECISIONS.

The Property Guide app was created to help anyone looking to keep on top of the property market make smarter property decisions with 'augmented reality' insights in to almost any Australian home, anytime, anywhere. I led the team that helped strategise, create and develop the app which uses 'augmented reality' technology where rich data, which may include past sales history, current property listings and recent sales, is mapped on to a real world view through the iPhone's camera on more than 95 per cent of residential properties in Australia.

The app is supported by data from two industry leader's realestate.com.au, the nation's number one property portal and rpdata.com, Australia's leading property information and analytics company. The app also allowed users to track the status of a property in favourites ensuring they never miss out on their 'dream home', calculate monthly home loan repayments on a particular property to gain a better understanding of whether they can truly afford a particular property and contact an agent or home lender directly from their iPhone and email listings to a friend. The launch of the CommBank Property Guide iPhone app builds on the Bank's commitment to superior customer service by delivering greater value and enhanced benefits for Commonwealth Bank customers.

Results: With 117,246 downloads in 24 weeks (target 100,000 in 26 weeks), the app peaked at number one amongst all lifestyle-related apps and at number three amongst all apps in the Australian market. More than 455,000 user sessions were initiated with 33% of unique users using the app at least monthly. 1.2 million property searches were made and there were tens of thousands of engagements with calculators, videos and articles. This also translated into an average of more than 45 calls per week to the Commonwealth Bank home loans number resulting in millions of dollars worth of home loans for the bank. Awards: As well as picking up a Silver Lion at Cannes, the app also won top honours at the 17th AIMIA Awards, claiming the best of the best category.