Commonwealth Bank of Australia direct mail case study

Commonwealth Bank of Australia (CBA) wanted to persuade its business customers that they could keep their money with the bank and still get a high interest rate by investing funds in its special online saver account.

Faced with a target market that was notoriously dismissive of marketing communications, agency BMF decided to grab their attention by sending them a real cake – so they could celebrate the great interest rate on offer and get a slice of the action.

This memorable and tightly targeted Australian campaign managed to triple the target conversion rate and deliver a huge 472% return on investment – proving that sometimes you can have your cake and eat it!