Commonwealth Bank of Australia
Young Australians (Gen Z and Millennials) are under increasing financial stress — rising costs, low savings, and limited financial literacy. Yet, they crave independence, confidence, and tools to manage their money smartly. They’re also entrepreneurial, digitally native, and value brands that speak their language.
Art Director: Paolo Escueta
Designer: Nicole Tan
Category:
Mobile App
Release date:
Mar 15, 2025
Client:
Commonwealth Bank of Australia
01. The Challenge
Low financial confidence among youth, despite high interest in learning. Strong competition from neobanks and fintechs with cooler, faster experiences. Trust issues from past scandals make traditional banks feel outdated or unrelatable. High expectations for intuitive digital tools, transparency, and ethical values.
02. The Creative Strategy
Reposition CBA as a modern, empowering money mentor — not just a bank.
Reflect freedom, optimism, and creativity in personal finance.
Tap into gaming, digital, and creator cultures they relate to.
Shift tone from corporate to playful, bold, and authentic.
Show real young people making confident money moves — not stock photos.
Use bold, original graphic elements that look like fun stickers.
03. The Result
The launch exceeded expectations. In just the first quarter:
Social Posts Engagement increased 73%
App usage (23–29 age group) 3M+ money tools usage
Digital campaign reach 105K views (hub), over 4.3M digital impressions
New business accounts (Gen Z + Millennials) 62% increase in new accounts
