Australia's oOh!media, CommBank collaborate to use real client data for campaign

In a first in Australia’s OOH space, data collected from CommBank customers is being broadcast across oOh!media’s national portfolio. Answers to a series of questions about real challenges facing Australians are being collected via CommBank ATMs and online as part of their ‘CAN’ brand campaign. They are appearing on over 1,100 of oOh!’s digital screens in CBD office towers, cafés, airports, retail centres and on large format roadside billboards.

Results from the survey will be broadcast across Australia via oOh!’s digital OOH portfolio showing results at both national and local levels. Nationally, 47% of Australians answered yes to the question ‘Is the Australian property dream still a reality?’ with the highest property price markets of NSW and Victoria and younger Australians the least optimistic.

Brendon Cook, oOh!media Chief Executive Officer, said: “We are striving to show that Out Of Home innovation is endless by taking real client data and using it to deliver an audience led campaign with engaging and relevant content at national and geo-targeted levels. It’s the first time data has been captured, regularly updated and broadcast in this way across so many of oOh!’s digital roadside billboards. We talked about the possibilities of running a campaign like this with CommBank and their media agency Ikon and we are proud of what this collaboration was able to deliver.”

“CommBank’s engagement with its customers through ATMs and OOH is as exciting as it is unmissable. It’s a great demonstration for advertisers about where OOH is heading.”

Stuart Tucker, CommBank General Manager of Brand, Sponsorships and Marketing Services, said: “We live in changing and uncertain times and our campaign is all about helping us find new solutions for the challenges Australians are facing. “How better to engage an audience than through the combination of our national network of ATMs and oOh!’s national digital portfolio. This campaign opens up a new world for connecting with our customers and CommBank is pleased to be at the forefront of such innovation.”

Pat Crowley, Managing Partner of Ikon Communications, the media agency for the campaign, said: “Applying relevant and near time messages into digital OOH nationally is making best use of the OOH channels to ensure all Australians know that CommBank is listening to them."
Other questions asked at CommBank’s ATMs, which are part of the brand campaign, include ‘Are our businesses ready to face the future?’ ‘Do our kids have the skills they need for tomorrow?’ and ‘Does our society truly embrace everyone?’

The CAN brand campaign was also supported nationally across oOh!’s large format classic billboards.