Commonwealth Bank asked us to reinvigorate consumer demand for their mobile Banking app, CommBank Kaching, among the target demographic of 18-35 year olds.

The objective was to drive 100,000 downloads of the app over a six-week period. In response we launched ‘Pay Your Mate Back Week’, a platform to persuade Aussies it’s un-Australian to not pay back debts, and positioned the CommBank Kaching app as the ideal tool to even the slate.

The campaign launched with some independent consumer research, which revealed the scale of the mate debt problem in Australia. An online video, starring legendary Australian cricketers David Boon and Brett Lee (the later aligned to the Bank’s wider sponsorship of the game) was released simultaneously, opining that it’s ‘just not cricket’ to shirk paying back mates.

The video allowed consumers to share further video messages with their own friends be they shirkers’, ‘stinges’ or ‘phantoms’.

The launch was followed by a consumer competition hosted on the Bank’s Facebook page that encouraged Aussie’s to sign up to CommBank Kaching to settle those debts, and the announcement of the latest iteration of CommBank Kaching, CommBank Kaching for Facebook, that generated further earned media traction.

The campaign delivered 500 pieces of editorial coverage, reaching 10 million Australians. On Facebook, the campaign generated 8,500 Likes, 2000 comments and 550 shares. There were also four million twitter impressions, and over 26,000 views on YouTube. Best of all, there were over 66,000 Kaching and Kaching for Facebook downloads following the launch.

The campaign launched with the revelation of the size of the mate debt problem. Australians it seemed were good at borrowing money from mates, but not so good at repaying debts. Concurrently, a solution was presented - a social movement that sought to encourage Aussies to acknowledge the problem and seek redress from mates.

Highly shareable video content starring Aussie cricket legends was released with the option for viewers to share the content with their mates that owed them cash. Following the launch period momentum was maintained with a consumer competition hosted on Facebook, which required the download of the app as an entry mechanic.

The campaign period ended with the announcement of CommBank Kaching for Facebook. The Australian-first social banking app created additional opportunity for earned and owned channels.

Paid media was used across radio, online and social channels to drive engagement with the campaign content and the product.

The campaign delivered 500 pieces of editorial coverage, reaching 10 million Australians. On Facebook, the campaign generated 8,500 Likes, 2000 comments and 550 shares. There were also four million twitter impressions, and over 26,000 views on YouTube. Best of all, there were 10,000 Kaching downloads during the launch week (double our target), and 66,000 by the campaign's completion.