A sample of some of the specialist social & digital work around the launch as well as some customer reactions.
A dedicated Twitter account was created and manned 24/7 for the teaser phase of the campaign. Unbranded without any digital presence that could have linked the websites, social feeds or advertising back to Commonwealth Bank, the hype was driven for a week with nearly 50,000 people visiting the website whatiscant.com.
When 'CAN' was revealed as a campaign from Commonwealth Bank, their social channels on Facebook and Twitter were all ready to support the campaign with a new tone, attitude and raft of assets to give to customers - including links to the full launch poem.
