The Commonwealth Bank has finally admitted, unlike it’s three banking brethren, what we all already know: going to a bank branch is a pain in the ass, it’s an inefficient use of your time and there is a better way to do things.
The CBA didn’t choose to tell people subtly either. They chose to do it surprisingly loudly > at tram stops in Melbourne on large, back lit posters, as pictured below. One might even say they were determined.
The question asked is cute, it’s the sort of no-brainer you’d expect to see on Are you smarter than a fifth grader?: ‘Is NetBanking easier than walking?’
Most of the ad is fine for what it is: simple, clean, driving to a clear point – even if it does treat me like a child by reminding me that I require two legs to walk to a branch. (Except of course if I’m in a wheelchair… um, CBA did you think of this?) But the thing I particularly don’t like about the ad is that despite the all the virtues of it trying to convert foot-traffic to web-traffic for some completely unknown reason they try and push a loan product.
It doesn’t fit the message, it doesn’t fit the ad, it just complicates things and raises questions on something that was quite simple until the third line of text.
Is the CBA trying to convince people to check their balance on-line or apply for this mysterious non-specified loan of which no details, terms and conditions or benefits are displayed?
I think they missed the boat on this one. And the over-complication probably came from some higher-up who said ‘how will we know if it’s working? I know, lets push a loan so that if we see a spike in loans we’ll know’.
Call me a little cynical but wouldn’t you know people were using on-line banking more by seeing increasing spike in numbers applying for on-line banking access?
Here’s the ad: