Commonwealth Bank: Little Card, Big Rewards
Strategy and proposition lead
The situation
Launch CBA's first cash-back credit card into a crowded market. The brief was simple and almost impossible: make people care about another credit card.
The real problem
Nobody wants a credit card. They want the thing the credit card does. Category language, rates, rewards, points, tiers, was making a genuinely simple benefit sound complicated, and complicated products do not get applied for.
What we did
Built a campaign that was clear, cheeky and plainly spoken
Explained cashback as money back, in language people grasped immediately
Deliberately avoided sounding like a bank
Made the value obvious from the first interaction rather than the fine print
The result
Online applications rose 30% after launch.
A national campaign built around one easily understood idea.
Campaign assets
Video
Cricket Pads
Sofa
Why it matters to you
Every extra sentence needed to explain what you sell costs you customers before price is ever discussed. Clarity is not a creative flourish: it is the cheapest growth lever most businesses never pull.
Facing something similar?
If your product needs more than a sentence to explain, that's the first thing worth fixing.
Tell us what you're trying to grow, and let's book a call or grab a coffee.