Phase three: Proof
Following the launch of Can, we rolled out innovative product proof points that proved by CommBank could claim Can:
Concierge - a concierge at every branch treated our customers like a person not a number
Kaching - leading mobile banking app that allows customers to pay anyone, anytime via text, email & facebook
Property Guide app - through augmented reality this app allowed customers to find out the estimated value, past sale prices and loan repayments for any house in Australia.
Everyday Settlement - CommBank's Everyday Settlement allows small businesses to receive the money from card sales everyday.
A highly popular execution promoting CommBank's differentiator - a concierge in every branch.
CommBank's Kaching has had nearly 1 million downloads.
Rational print and out of home supported the television executions, launching the CommBank Can line.
This execution for a small business product 'Everyday Settlement' showed how CommBank's real time banking was far superior to other banks.
Without a point of difference from the other banks and facing stiff competition from independent financial advisors. Using the platform of Can - this execution gave clear differentiation.
