A fresh strategic perspective
CBA sought to proactively engage prospective customers and prompt them to discuss their financial planning retirement needs.
Rather than leap into the subject directly – the strategy was developed around the insight of self-perception – contrasted with associations of identity linked to 'actual age' approaching retirement. We wanted to engage with customers in a way that was more interesting and relevant to the audience that could be linked to the service of financial planning – by more emotively engaging the interest of customers based on themselves as people – rather than as ‘banking customers’.
Identity was critical to building empathy. By better understanding people for who they really are, we recognised they do not see themselves as a 'seasoned number' - but someone frozen in a youthful time - which to this day was driving their values and influencing their lifestyle choices. A shift from how banks typically view this audience.
This shift in mindset gave CBA scope to show more empathy for the true selves of customers – and how people typically regard themselves – and would like to be regarded. The campaign avoided stereotypes of retirement being a last stop on the journey of life. In doing so we successfully repositioned CBA’s ‘brand’ of retirement planning and set up more engaged interest with customers that drove significant increases in business enquiries and outcomes.