Bank’s brand awareness campaign results to a high influx of international queries

CommBank offers personal banking, business solutions, institutional banking and other services. They have a wide network in Australia and overseas.

CommBank was struggling to tap into the multinational business opportunities. They approached Arrow to help them tap into a demographic of people overseas preparing for migration to Australia. CBA’s aim was to promote their product offering as Australia’s leading bank and position themselves as the choice for newcomers to Australia.

Arrow devised a comprehensive, international digital marketing plan which was a combination of means like social media and search to attract clients across 8 countries.

The project was underpinned by an aggressive search engine optimization campaign that made use of valuable keywords like “moving to Australia” and “migrating to Australia”. 

This was paired with geographic targeting on Social Media channels to reach the intended audience which also enabled them to apply for an account with CBA prior to their arrival in Australia

The campaign was a huge success that CBA had to create a dedicated Call Centre to handle the influx of enquiries they began to receive from all across the world.

Arrow achieved a high level of Brand Awareness that resonated well with the target audience helping to set a benchmark for what was possible with a well-developed and responsive digital growth strategy.