Instead of recognizing the few we celebrated the many, and created the Australian of the Day – a platform that democratized the celebration of the Australian people.

We sent eight up-and-coming photographers on an epic relay around Australia to discover and celebrate these people, every day for eight months.

The stories lived on the Australian of the Day microsite and CommBank Instagram page where they were updated daily. Nominations were open to all, and whilst nominating the Australian of the Day you could also nominate them for the Australian of the Year. Tying the daily and the yearly awards together.

Posting daily also allowed us to jump on trending stories, and make that person an Australian of the day leveraging their PR.

The campaign was an epic undertaking - An eight-month relay between eight photographers, crossing over 24,000 km and uncovering 256 Australians of the Day.

We kick started the campaign (on the 26/5/2015) eight months out from Australia Day - the weekend the Australian of the Year awards are announced.

The journey began with a photographer from NSW. Once he’d travelled around his home state for a month, capturing stories each day, he passed the baton onto the QLD photographer, and so on until eight months and 24,000 km later every state and territory had been covered by a young native of that state.

The campaign culminated with a 23 minute crowd sourced documentary using footage from over 120 Australian of the Day winners – the biggest of its kind in Australia

Microsite – Posting everyday.

Instagram – one post every weekday

Facebook – two posts per month

Pedestrian -tv

Favourability and Reputation:

• Total campaign reach of 155m (PR and social)

• ‘A bank I’m proud to associate with’ increased by 22% (youth)

• Culmination of the campaign generated $1.8m in media coverage

• Total campaign OTS of 125m in Earned Media ?

Increase in association between CBA and AOTY:

• We increased CBA brand association with the awards by 13% (target of 4% increase)

• AOTY award awareness increased by 28%

• An Australian of the Day we discovered went on to win the coveted Young Australian of the year Award.

Drive engagement:

• Engagement on the Australian of the Day campaign was 200% higher than comparable Sponsorship content.

• The website had over 460,000 visits with an ave dwell time of 6.1 minutes.