CAN TAP

Can Tap
188
ROMI
2.6
app downloads + updates
3
uplift in consideration for CommBank as their main bank

Background

CommBank recognised that people’s lives were being lived on their smartphones, and that the ability to pay by tapping had always been confined to the few who owned a smartphone with NFC. The task was to launch Australia’s first tap-with-your-mobile payment technology with CommBank’s new banking app. The objectives spanned migration, awareness and consideration, as well as action and acquisition, by demonstrating the ease of technology.

The Big Idea

We developed a campaign to demonstrate how easy the new technology is to use. It was this simplicity and sense of freedom that led us to the ‘YOU CAN TAP’ idea. By connecting the notion of tapping a card at point-of-sale with the fun, freedom and joy of tap dancing, we demonstrated ease and accessibility in a very ‘non-bank’ way.

The launch phase consisted of TV, street furniture, large format outdoor, digital outdoor, radio, press and in-branch activity to reach a wide audience. All channels drove to the dedicated landing page that encouraged consumers to sign up for an Everyday Account and download the new CommBank app.

We reinforced the action of ‘tapping’ through digital experiential activations in Westfields nationwide, where customers could virtually tap dance along with our dancers and win prizes. After which, they were sent personalised videos of their dance routine to share on their social networks.

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