WHEN DIFFERENCES COME TOGETHER, GREAT THINGS HAPPENCASE STUDY: COMMBANK AUSTRALIA - GRADUATES
tHERE’S NO SUCH THING AS A ‘TYPICAL APPLICANT’
CommBank recognized that diversity of thinking wasn’t just important, but critical to their future success. They needed to engage with more STEM, Arts and Humanities students. However, it was often the case that these students couldn’t see themselves at a company like CommBank. It was time to challenge their preconceptions.
Our ‘Unlikely Match’ campaign showed students that they didn’t have to be a ‘typical applicant’. In fact, it was more exciting and more progressive if they weren’t. We combined different items that you wouldn’t normally see together, inventing fresh objects that are both fantastical and familiar. We created everything from careers fair materials, to an Unlikely Match playlist on Spotify (combining great tracks by two very different artist genres) to an Unlikely Food truck serving strange but delicious food combinations.
Our campaign landing page, where students could read stories from ‘Unlikely Match’ graduates, had 4,857 unique visits over 33 days. We interacted with an amazing 884 students on campus. And the even better news? There was a 7.7% increase in applications from STEM, Arts and Humanities students, compared with the previous year.
*This work was produced in collaboration with Havas Melbourne
NEXT CASE STUDY:
ASKING PEOPLE TO BRING THEIR WHOLE SELVES TO WORK MAY HAVE SEEMED CONTRAVERSIAL. BUT IT WAS ESSENTIAL IN CREATING AN INCLUSIVE AND PRODUCTIVE WORKPLACE.
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