Nine X CBA - Nine for Brands

Helping Aussies improve their relationship with money

CommBank wanted to help increase financial literacy, by helping Aussies change their relationship with money. To
do this they wanted to share a number of valuable lessons through interactive, bite-sized, self-serve content delivered in a unique and engaging way.

A dynamic financial literacy campaign

CommBank joined forces with Nine to craft a compelling financial literacy campaign that cut through the noise and made money content more accessible.

A 3-month integrated campaign leveraged Nine's ecosystem to reach Australians across their daily touchpoints. Together with CommBank's personal finance expert, Jess Irvine, The CommBank Financial Fitness Hub provided education resources, complemented by engaging content anchored in digital and print, plus TV and audio.

"We were able to effectively drive awareness across TV, Audio and Print, whilst also supporting and further amplifying our messages across Nine's digital and social platforms."

Adam Levee
Executive Manager (Chapter Lead) Brand Communiations & Programs GTM, CBA

Nine’s multi-platform strategy ensured maximum reach, education, and action

Publishing – The Sydney Morning Herald, The Australian Financial Review, Life & Leisure, and 9Honey provided trusted financial lessons and insights, building credibility.

Digital and Social – Nine.com.au and 9Now amplified the campaign with interactive content and high-impact ads.

Audio – Money News integrated segments with Deb Knight and Jess Irvine, plus live reads and vignettes, strengthened engagement through trusted voices, while one-to-one connections reinforced key lessons in finance.

TV – Sponsorship of the Today Show included an in-show segment integration, billboards and various advertising spots (30" commercial, Pause Ads and Engage Now Ads). This full funnel approach maximised impact, building awareness, trust and action toward financial fitness.