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Movember x CommBank - Young Lions 2019

Nathan Kwok
Nathan Kwok

This was our Bronze-winning response to the Young Lions brief at Cannes in 2018, beating out X global teams. As client marketers, Jill Harmon and I were tasked with solving this Movember brief using the CommBank brand.

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The MONote. The worlds first Movember Bank Note
WHO WE ARE Australias leading bank (11M customers) Our promise = Can. Unlocking progress in times of change.
THE ISSUE Men in Australia are silent sufferers of both physical and mental health issues - Half of Australian men feel stressed and nearly 10% have had suicidal thoughts - Australian men account for 3/5 suicides - Mens bodies are scrutinized more than ever to have the right body & appearance The Movember Foundation provides a way through
A dads stubborn will to be there for his kids is greater than his fear of embarrassment. INSIGHT Rally Australian families to support their dads in their first Movember. OPPORTUNITY?
The Audience THE MUMS THE FAMILY GLUE Women, 30-49 years old. The wives and partners of Australian dads who are passionate about keeping their men alive and well. The people who obsessed over documenting their families lives for the future. THE DADS - FIRST TIME MO BROS Men, 30-49 years old. Highly educated & paid, living in metro VIC/NSW. He was a young man with Movember started but is now in a different lifestage and is most at risk. PRIMARY SECONDARY THE DONORS Men, 30-49 years old. The peer network of Mo Bros who donate to the cause.
OUR SIMPLE IDEA: Ana Thomas To my husband John. Helena, George and I love you very much. We support you doing Movember!! THE PRODUCT THE FIRST DONATION GROW MOVE HOST A plastic sleeve that covers any Australian bank note It transforms any Australian bank note into a Mo note for Movember. To increase signups, we will ask Australian mums to post a family selfie telling the dads of the family how much they appreciate them. Each selfie with be posed with a Mo note as the symbol of their support for mens health. To drive conversion, families can give their dads the Mo note, which includes a heartfelt message The cash inside is the first donation to the dads Movember page. MO NOTE (FRONT) MO NOTE (BACK) THE FAMILY SELFIE
KEY MESSAGE & TONE OF VOICE As a mum, I can inspire my family to rally behind my partners health as a man. As a dad, I can help stop men dying too young by signing up for Movember TONE OF VOICE: Informal, Warm, Engaging, Honest. AWARENESS CONVERSION
AGENCY TASK, DELIVERABLES, BUDGET AWARENESS MEDIA ($132K) CONVERSION MEDIA ($60K) CAMPAIGN LANDING PAGE: Find a Mo Note near you + See the stories + Sign up now Paid channels 1x Social video Call to arms to Australian families PR Stories for social sharing Owned assets The Movember note sleeve 100,000 CommBank branch & ATM merchandising (900+ branches, 4,000 ATMs nationwide) eDM to CommBank database CommBank website (16th top visited site in Aus) Paid channels 1x Social video Call to arms to Australian dads 1x Facebook Giving- Australia First Owned channels 1x eDM to Movember database Movember website homepage takeover Staff activation Scalable for 50,000 staff nationwide. SUCCESS: Incremental sign ups to Movember 18SUCCESS: 1M Unique Reach (estimated) TOTAL: $192K AUD (CommBank spend)
Mo Notes can go wherever Movember goes.

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Movember x CommBank - Young Lions 2019

  • 1. The MONote. The worlds first Movember Bank Note
  • 2. WHO WE ARE Australias leading bank (11M customers) Our promise = Can. Unlocking progress in times of change.
  • 3. THE ISSUE Men in Australia are silent sufferers of both physical and mental health issues - Half of Australian men feel stressed and nearly 10% have had suicidal thoughts - Australian men account for 3/5 suicides - Mens bodies are scrutinized more than ever to have the right body & appearance The Movember Foundation provides a way through
  • 4. A dads stubborn will to be there for his kids is greater than his fear of embarrassment. INSIGHT Rally Australian families to support their dads in their first Movember. OPPORTUNITY?
  • 5. The Audience THE MUMS THE FAMILY GLUE Women, 30-49 years old. The wives and partners of Australian dads who are passionate about keeping their men alive and well. The people who obsessed over documenting their families lives for the future. THE DADS - FIRST TIME MO BROS Men, 30-49 years old. Highly educated & paid, living in metro VIC/NSW. He was a young man with Movember started but is now in a different lifestage and is most at risk. PRIMARY SECONDARY THE DONORS Men, 30-49 years old. The peer network of Mo Bros who donate to the cause.
  • 6. OUR SIMPLE IDEA: Ana Thomas To my husband John. Helena, George and I love you very much. We support you doing Movember!! THE PRODUCT THE FIRST DONATION GROW MOVE HOST A plastic sleeve that covers any Australian bank note It transforms any Australian bank note into a Mo note for Movember. To increase signups, we will ask Australian mums to post a family selfie telling the dads of the family how much they appreciate them. Each selfie with be posed with a Mo note as the symbol of their support for mens health. To drive conversion, families can give their dads the Mo note, which includes a heartfelt message The cash inside is the first donation to the dads Movember page. MO NOTE (FRONT) MO NOTE (BACK) THE FAMILY SELFIE
  • 7. KEY MESSAGE & TONE OF VOICE As a mum, I can inspire my family to rally behind my partners health as a man. As a dad, I can help stop men dying too young by signing up for Movember TONE OF VOICE: Informal, Warm, Engaging, Honest. AWARENESS CONVERSION
  • 8. AGENCY TASK, DELIVERABLES, BUDGET AWARENESS MEDIA ($132K) CONVERSION MEDIA ($60K) CAMPAIGN LANDING PAGE: Find a Mo Note near you + See the stories + Sign up now Paid channels 1x Social video Call to arms to Australian families PR Stories for social sharing Owned assets The Movember note sleeve 100,000 CommBank branch & ATM merchandising (900+ branches, 4,000 ATMs nationwide) eDM to CommBank database CommBank website (16th top visited site in Aus) Paid channels 1x Social video Call to arms to Australian dads 1x Facebook Giving- Australia First Owned channels 1x eDM to Movember database Movember website homepage takeover Staff activation Scalable for 50,000 staff nationwide. SUCCESS: Incremental sign ups to Movember 18SUCCESS: 1M Unique Reach (estimated) TOTAL: $192K AUD (CommBank spend)
  • 9. Mo Notes can go wherever Movember goes.