Turning 18 is an exciting time for any teen. However it can present a significant challenge for the Bank. Now 18, these kids have to be moved from child accounts to adult ones. And as they’re now able to make decisions for themselves, some of them might be tempted to simply switch to another bank. But for Australia’s largest bank, it was not easy to demonstrate that it is an organisation that understands and identifies with teenagers.

Idea

Upon turning (or nearing) the age of 18, teens were being sent a functional DM pack asking them to transition to new accounts. The packs were everything you’d expect a bank to send but they contained nothing that an 18-year-old would identify with.

So 18 was created, a magazine/booklet about turning 18 years-old. Incorporating a fresh and youthful style, it contained 18 insights about being 18 shot by an 18-year-old photographer. It was a true celebration of this important milestone.

Results

This pack has only recently lodged, so actual results are still being collated.

Comment

This is one of those packs where God is in the detail. The idea of creating a branded magazine/book about being 18 is okay but an idea that could have sucked horribly if it had been put together by 40 year-olds bringing 40 year-old style and attitude to the job. I’m not entirely sure this is quite as youthful as the bank wanted it to be but it is still interesting enough in the copy for a teenager to look at it. Which is something of an achievement in itself.

Client: Commonwealth Bank

Product: NetBank Saver, Debit Mastercard, Student Options Package

Title: 18

Media: Direct Mail

Country: Australia

Date: May 2011 – ongoing

Agency: BMF

Creative Team

Executive Creative Director: Dylan Taylor

Associate Creative Director: Tim Wood

Art Director/Designer: Sian Binder

Copywriter: Keith Cox

Production:

Print Production Manager: Julie Sorrell

Photographer: Nirrimi Hakanson

Art Buyer: Charlotte Cohen

Designer: Catarina Duardo

Other:

Account Director: Emma McJury

Strategic Planner: David Hartmann

Account Manager: Dylan Parker

Client: John Diaz, Marketing Manager, Youth