20 Not Out
Brand consideration (compared to average)
Brand reputation (compared to average)
Higher brand reputation for CBA customers
In late 2018, and in the wake of the Royal Commission which exposed malpractice across the finance sector, brand health metrics for CommBank were understandably at an all time low.
CommBank had put significant energy into changing the negative behaviours within their business, but there was a place for shining a light on some of their positive contributions to Australian society too.
With a decades-long association with Australian cricket, including 20 years supporting the Australian women’s cricket team, it felt appropriate to mark the 20th anniversary of supporting women’s cricket with a celebration of this landmark anniversary and the thousands of girls who are playing cricket as a result of CommBank’s support.