Significant visual impact was needed to make the switch from 'CAN’T' to 'CAN' a true brand restatement. We were looking for a highly memorable before and after effect.

Week one the strong media multiplier effect of Outdoor and Online was used to launch unbranded ads simply stating 'CAN’T'. 'CAN’T' quickly became a mythical message.

When we revealed 'CAN' appended with the CommBank logo, it was made even more compelling not only due to the message, but because of the limited use of media. At midnight on day 7 all 2000 outdoor panels were re-skinned to reflect 'CAN'; mobile, display and search switched over and everyone who had seen the 'CAN’T' creative was re-targeted with 'CAN'. On day 8 TV, Video, Print and Radio were introduced running at full steam, to deliver the 5-to-1 positivity tipping-point.

'CAN' was 20% more effective in cost and 11% more effective in recall than campaign norms, with a record recall for Outdoor.

We reached 70% of all Australians, generating 41,000 new Facebook friends.

The association of CommBank with 'CAN' moved CommBank beyond its competitors on 'leadership in banking' and 'first choice for day-to-day accounts – essential for the bank’s growth.

Two milestones were achieved following the campaign:

1. Record profits of $7.09bn for year ending June 30 2012, ‘the largest result by a non-mining company in Australia’ .

2. #1 in customer satisfaction for the first time in December 2012.