CommBank determined to be different

Most Australian readers will know this new brand campaign from CommBank and the press its generated, but I wanted to wait for the reaction and next steps.

CommBank, working with San Francisco agency (itself a news-making move outside the Australian advertising industry) Goodby Silverstein, have created a new campaign titled ‘Determined to be different’ with a rather odd new ad in mockumentary style, with a short clip of Aussie stereotypes and frankly bizarre imagery, followed by the reaction from the CommBank clients to seeing this in the agency’s office. I think we need to see the next ad for it to make more sense. To me this is a cryptic, double meaning to open your new philosophy to customer service. Most people have a chuckle at this ad, and perhaps admire a large vanilla corporate like a bank for not taking itself too seriously (an important Australian quality), some have slammed the ads, particularly those in the industry. But does it really indicate whats good in customer service? Perhaps the fact that this is ad is indeed different makes it an indication of the courage the bank will need to be different (recent interest rate rises by the bank can be called ‘different’ or even just mean).

John Singleton, local advertising icon, has given his opinion – “Mr Singleton, who rarely comments publicly on advertisements, told The Australian that bank shareholders should be angered by the bank’s decision to take its advertising business overseas. “In this climate where people are struggling, interest rates are up, there is a credit crunch on, there is half a crash, you have people hiring Yanks to treat the Commonwealth Bank like a joke,” Mr Singleton said.” “But to treat banking as a joke, when they treat their customers so terribly — all banks — I think it is irresponsible.”; “It is the worst thing I have seen in a long, long time, and I have seen a lot of crap. It is up there with the worst I have ever seen.”

This Determined To Be Different microsite goes on to explain the banks new mantra, and outlines customer service will be the main focus for the forseeable future. Again, this is related to the new attention on customer satisfaction, a personal target for CEO Ralph Norris. The site contains some powerful words (this is all it may end up being) on capturing the hearts and minds, to quote someone else, of the customers through promising good service and self improvement.

Worth a visit and see the campaign and other related material. Along with the new website, campaign and commitment to customer service, it will be interesting to see the subsequent development within the company and staff, and reaction of new and existing customers and whether this leap of faith pays off.