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Financial Services | Product Marketing
Commonwealth Bank, Little Card Big Rewards
The Challenge
The brief was simple but tough: make people care about another credit card.
Our Role
Strategy, proposition development, messaging, campaign development, creative direction.
Outcome
Online applications rose 30% after launch.
Background
In a crowded banking market, generic category language would not work. The offer needed to feel easy to understand and worth acting on.
Approach
- Built a campaign that was clear, cheeky, and plain spoken.
- Explained cashback as a tangible benefit in language people could grasp immediately.
- Avoided sounding like a bank and instead talked about free money in a way people understood.
- Shaped the proposition so the value was clear from the first interaction.
Key Outcomes
30% increase in online applications after launch.
National campaign built around a simple, easy-to-understand value proposition.
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