The FIFA Women’s World Cup 2023 was a once-in-a-generation moment on home soil, and the perfect opportunity for CommBank to turn its long-standing support of women’s sport into meaningful action. As sponsor of the CommBank Matildas and official supporter of the tournament, the campaign invited all Australians to get involved and help grow the game.

‘For all the goals we share’ was the idea that brought it all together, a celebration of every kind of goal, from grassroots to elite. The fully integrated campaign spanned brand film, OOH, digital, social, real time DOOH, activations and live events.

We brought people closer to the action through the CommBank Mini Mates Program, giving 1,400 kids the chance to walk onto the pitch with their heroes. At Fan Festivals, 18,000 fans took part in the ‘Train Like a CommBank Matilda’ activation. As the CommBank Matildas kicked ass, we kept the energy alive with live DOOH and social updates. In parallel, Everyday Banking activity encouraged Australians to kick financial goals, too.

CommBank's brand association with football nearly doubled. Over 3.9M customers were reached directly. The campaign delivered 335 million social impressions, 122M video views, and reached 31M Australians through OOH, driving a significant uplift in brand trust and reputation.

B&T Awards 2024 Best Integrated Ad Campaign Finalist
AWARD Awards 2024 Integrated Campaign Finalist