Chris little
Australian
of the day
CommBank
Australians, in particular those under 30 years of age had lost interest in the Australian of The Year Awards because it was seen as elitist.
In the 8 months leading up to the Australian of the Year Awards we crowned a new Australian of the Day, everyday. 8 photographers, one from each state and territory was chosen to unearth ordinary Australians doing remarkable things for their local community. The resulting content lived on the Australian of the Day microsite and CommBank Instagram page. Our epic journey covered a staggering 24,000 km and uncovered 256 uniquely Australian stories - Australia’s biggest ever national portrait.
We successfully reactivated CommBank’s 36 year old sponsorship by turning the annual event for the famous into a daily celebration for all Australians.
Results
22% uplift in CommBank brand sentiment (18-24 year olds)
24% uplift in Australian of The Year Awards awareness Social reach
6.1min average dwell time on site - 16 x higher than the CommBank norm
2016 Young Australian of The Year Nic Marchesi discovered via campaign
Credits
Ben Welsh (ECD), Chris Little (CD), Paul Gregson (AD), Jono Flannery (CW)
2016 Young Australian of The Year. He was found and nominated via our campaign.