With scams skyrocketing, CommBank wanted to reassure customers, while encouraging greater vigilance. Our jargon-free campaign highlighted CommBank’s security creds, while digital content showed customers how to protect themselves. In the first six months, 750,000 customers blocked scams and NPS rose 6%. We were shortlisted for Best Integrated Campaign and Best Content Marketing at the B&T Awards.
We turned Lexus’ CRM program into a brand and commercial asset. As well as thousands of customer journeys, we built partnerships that gave members Westfield valet parking and exclusive experiences at Australia’s finest bars and restaurants. Encore delivered Lexus’ promise of luxury living and became a brand selling point. In addition, we used the millions of customer data points to develop a propensity model that shortened the purchase cycle and reduced churn.
With the cost of living rising, NSW Government wanted residents to take advantage of its 70+ rebates and vouchers, but couldn’t afford to promote them individually. Our templated retail approach meant we could talk to individual rebates and audiences, while promoting the program as a whole. The campaign raised awareness from 18% to 75% and increased web traffic by 137%.
Buy Now Pay Later has been widely available for several years, by positioning CommBank StepPay as providing control, not just convenience, we created a cut-through message.
The campaign helped CommBank regain the largest share of new accounts and increased brand salience with young adults. Mission accomplished.
Pre-selling Lexus’ first-ever luxury sports car, meant getting wealthy car lovers to look beyond the classic European marques. Our integrated customer journey revealed the LC500’s uncompromised looks, its visceral roar and finally its exhilarating handling. We generated $25million in sales before a single car reached a showroom and won silvers at AWARD and AC&E.
Most smokers are too embarrassed to talk to their doctor about quitting. So we put an undercover doctor in places we all strike up conversations, and showed smokers a quit chat is nothing to be afraid of. The campaign generated 66,000 website visitors in its first two weeks, with a CPE of $0.05c.
After seeing the doctor, our Breakroom app supported smokers, celebrating milestones, delivering help and advice, and connecting them with others on the quitting journey. Breakroom had a monthly engagement of 89.6%
Everyday Rewards members were in a behavioural rut, scanning their cards, but seeing little value. Partnering with Re Design, we reframed the program, energised its tone of voice, and embedded a new 'boosting' behaviour in members. This delivered a 40% increase in engagement and a 34% NPS uplift.
To mark International Women’s Day (and prove our agency’s data chops) we built an artificial intelligence that could measure gender bias in advertising. Our AI super-decoder scanned 20,000 ads, identifying images, text, and key entities, even picking up on sentiment and emotion. The project was key to M&C Saatchi being named AFR’s Most Innovative Media and Marketing company 2019.
In a world of free content, how do you make readers feel good about paying a subscription? You make them part of the story. This email campaign featured prominent columnists and highly personalised data that put the subscriber at the heart of what The Age and The Sydney Morning Herald do. The campaign had open rates over 50% and reduced churn by nearly 15%.
