We decided to draw a line in the sand and be an institution to start taking positive action to progress Australia. The first step towards progressing together in any partnership is listening, so we asked Australians’ their opinions on the challenges we faced at an individual and national level.

In a first-of-its-kind use of an ATM network, CommBank asked customers the big societal questions that matter to all of us. Australians also had the opportunity to answer these questions on NetBank and can.com.au.

This formed the basis of a national conversation about the challenges we faced as individuals and society, and how we could create new paths forward together. Results were shared through DOOH and can.com.au giving people a snapshot of the national sentiment. These results helped create new opportunities and guide existing initiatives to drive new ways forward and action for Australians.

The idea was launched at over 4000 ATM’s across Australia. As people withdrew money, they could answer a question with a simple yes or no answer. A series of questions focused on social and cultural issues including the housing market, our kids' education, business innovation, agriculture, aging population, and equality in society.

We then invited people to lend their voice via an integrated national campaign in film, outdoor, social and direct. As Australians responded, the results were shared live across integrated channels, and used by CommBank to create new products and advice unique to people around Australia.

The idea has transformed CommBank’s ATM network into a whole new platform to collect data across the country:

- The idea was activated at over 4,000 ATM’s around Australia

- 19.3% response rate

- Over 1.2 million interactions to date

- The idea is now an ongoing platform for CommBank to listen to Australians on important issues, and use the data to guide initiatives, new products and advice.

CommBank has more customers than any other bank in Australia. It also has the largest ATM network. We wanted to display a brand action that showed that CommBank is a partner for all Australians.

We partnered with Australians to capture the sentiment of the nation, on the ground in real time.

In order to ensure the accuracy, data collection was tied to our customer IDs which gave us demographic and location-based information for interpretation. We used our ATM network – to listen to Australians on social and cultural issues and use the data to create action from CommBank

Research told us that 66% of Australians admitted to feeling uncertain about what the future holds, and how they can take action for a better tomorrow. Feelings that were particularly pronounced when it came to matters of a financial nature.

However, consumers wouldn’t naturally look to their bank for help; the banking sector as a whole was perceived as out of touch with everyday Australia. On top of this, paths through life were no longer linear; traditional pathways had been disrupted and Australians didn’t believe that an established authority understood the new ways.

We had to change the way we acted, and were perceived. No longer were we the authority, we had to be personal, a partner who empowers. We had to acknowledge that the world had changed; that there were multiple paths forward and we would succeed best if we partnered with Australians instead of just guiding them.

2016/17 were tumultuous years. The state of the world was in question, social expectations in flux, cultural traditions challenged and a cautious outlook for the economy had people questioning who to turn to for certainty and security.

The sentiment of the nation shifted from negativity to uncertainty. As Australia’s largest bank we had a responsibility to act. Our objective was to reconnect with Australians. Show them we were the brand that understood them and the brand that could partner with them to find new ways to face challenges and reach their goals.