Nine X CBA - Nine for Brands

Helping Aussies improve their relationship with money

With only 17% of Australians considered to be financially literate, CommBank needed to cut through financial advice clutter and empower people to take control of their finances, improving brand reputation and engagement.

A dynamic financial literacy campaign

CommBank joined forces with Nine to craft a compelling financial literacy campaign that leveraged the full breadth of Nine’s ecosystem. The campaign delivered engaging, interactive, and easy-to-digest financial lessons across multiple platforms. With a strong focus on positivity and empowerment, trusted finance expert Jess Irvine's brought financial education to life, showing Australians how smart financial decisions can unlock a brighter future.

A 12-month integrated campaign was designed to reach Australians across their daily touchpoints. At the heart of the strategy was the CommBank Financial Fitness Hub - an educational platform providing valuable financial resources. This was seamlessly woven into Nine’s digital and print channels, enriched with expert-backed content, and further amplified through high-impact TV and audio segments to maximise reach and engagement.

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

Publishing – The Sydney Morning Herald, The Australian Financial Review, Life & Leisure, and 9Honey delivered trusted financial insights, building credibility with expert-backed content.

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

Audio – Money News with Deb Knight featured live reads and vignettes, leveraging trusted voices to deepen engagement and reinforce key financial lessons

TV – Jess Irvine appearance on the TODAY show, amplified with pause and engage now ads.

By strategically aligning CommBank’s messaging with Nine’s ecosystem, this full-funnel approach successfully drove awareness, trust, and action—helping Australians take charge of their financial fitness with confidence.