Commonwealth Bank

Campaign : Youth Worker Content
Work : Strategy, Creative and Media Planning & Buying

Ikon Sydney has developed a new creative campaign for CommBank Youth.The campaign focuses on raising awareness and driving the youth audience to learn about how to’s, tips and hints for managing your money while renting.

The overarching theme for the campaign centred around your friend ‘Reality’. Young people have a lot of expectations when it comes to moving out. With so much to consider, reality might not always be what they imagined. We created a personification of ‘Reality’ to show the trials and tribulations of moving out for the first time.

Through quick animated skits and a Tumblr page with supporting content we explore scenarios a young worker finds themselves in. Each piece of content acts as a lesson as what to expect when moving out and on.

Ikon approached the media buy with a ‘no dead ends’ approach, serving communications cross platform with a heavy focus on owned, earned and paid media. Channels selected included social media, digital display and digital video with a heavy mobile focus.