Commonwealth Bank of Australia
Case Study
In less than two years, we’ve helped build a holistic content ecosystem that is both distinctive and different.
92%
of viewers said the information provided on the show was easy to understand
81%
had put into practice one learning from the show a month after the show aired
85%
want more of 'The Brighter Side' show and content
The Challenge
Build a content ecosystem that addresses financial challenges with accessible solutions that fosters feelings of control and optimism.
The Insight
Banking is a cluttered space. Everyone produces “how-to” content on saving money, wealth creation and tips linked to products. It’s helpful, but forgettable in a sea of sameness. Content has to be actionable and relatable, reflecting Australians’ real lives and financial experiences.
The Idea
To create an inclusive, multi-platform ecosystem that builds nationwide financial confidence. Brighter Magazine strikes the right balance between storytelling and seamless brand integration through an optimistic, emotive and practical storytelling platform. Social assets amplify the message and grow audience. The Brighter Side TV show blends human stories with money-saving hacks, celebrity interviews, side hustles and more - driving habit change and money confidence.
In less than two years, we’ve helped build a holistic content ecosystem that is both distinctive and different, showing how creative thinking and thoughtful content drives meaningful connections and positive outcomes for brand and audience.
Not only has ecosystem has expanded to TV, Web, OOH, Social and Print, but creativity has expanded, from how we approach each story, social post and messaging across the ecosystem. Ultimately helping all Australians build confidence in managing their money.
Products used:
-
Print
-
TV
-
OOH
-
Social
-
Web
.png)
The Brighter Side show reached 2.19M Australians through broadcast and streaming platforms.
92%
of viewers said the information provided on the show was easy to understand
81%
had put into practice one learning from the show a month after the show aired
85%
want more of The Brighter Side show and content
A NOTE ABOUT RELEVANT ADVERTISING:
We collect information about the content (including ads) you use across this site and use it to make both advertising and content more relevant to you on our network and other sites. This is also known as Online Behavioural Advertising. You can find out more about our policy and your choices, including how to opt-out here: https://preferences.news.com.au/preferences