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CommBank’s latest ‘Can’ campaign reflects on uncertain times


CommBank’s latest ‘Can’ campaign reflects on uncertain times


Commonwealth Bank is kicking off a new brand campaign to better understand the uncertainty many Australians are feeling about the future.

Commonwealth Bank has evolved its ‘Can’ campaign to understand what is important to customers “in an uncertain world.”

The campaign extension has been developed on the back of research that found 66 percent of Australian adults admit to feeling uncertain about what the future holds, primarily surrounding cost of living.

Developed with M&C Saatchi, it invites CommBank customers to take part in the research, in an attempt to better understand their concerns and uncertainties.

A 60-second video ad asks questions such as ‘are we planning far enough ahead?’, ‘Are our businesses ready to face the future?’ and ‘Does our society truly embrace everyone?’ among others, before delivering the message, “a new world needs new ways forward.”

“That’s why we’re asking the questions that matter to all of us. Because together, we can find new paths.”


The questions raised in the ad feature in a first-of-its-kind use of an ATM network, with CommBank ATMs presenting users with the questions to help the bank build a better understanding of public opinion.



So far, the research reveals 80 percent of Australians are worried about cost of living in the future, as well as:

  • 70 percent are concerned about financial security in old age,
  • 68 percent cite future housing affordability as a notable concern,
  • 60 percent are concerned about having enough money for unexpected future expenses,
  • 49 percent say work-life balance is tougher than it was five years ago,
  • 73 percent want banks to do more to understand their needs, and
  • 72 percent want their bank to be a partner in helping address their needs and concerns in a changing world.


The bank recognised that a new landscape required a new approach to address issues in customers’ lives, says Stuart Tucker, general manager of brand, sponsorship and marketing services at CommBank.

“It’s only natural that people feel uncertain – look at the events of 2016. We’re hearing this through our conversations with customers and through our market research.”



Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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