CommBank Brings Aussies Closer to NYC with ‘Out of Here’ OOH Campaign

In a remarkable blend of experiential marketing and Out of Home (OOH) advertising, CommBank has launched a campaign that’s taking Aussies to New York City without leaving the country. The "Out of Here" campaign, created by M&C Saatchi Group Australia, is an innovative way to celebrate the launch of CommBank's Travel Booking service.

Immersive NYC Experience in Melbourne

Taking place from February 28 to March 2, the campaign featured a unique, walk-through billboard installation in Melbourne’s iconic Flinders Street. This immersive experience brought a slice of New York City to Australia, allowing locals to step through a billboard and enter a world of NYC-themed activation. The campaign was an exciting, multi-channel effort that stretched across social media, influencer partnerships, PR, OOH, and digital media, ensuring it reached a wide audience across the nation.

The centerpiece of the activation was a full-scale billboard featuring a highly engaging and real-world experience. The billboard didn’t just advertise a product; it invited visitors to physically step into a New York City-themed environment, showcasing the magic of both the place and the brand.

Johnny G's NYC Hot Dogs: A Taste of Times Square

At the heart of the experience was the star of the show: Johnny G, the beloved street food vendor from Times Square’s John’s Famous Hot Dogs. For the first time ever, Johnny G stepped off the streets of New York City and brought his signature NYC-style hot dogs to Melbourne. Over the course of the campaign, he served over 2,000 free hot dogs, offering a taste of Times Square to lucky visitors.

Johnny G is a New York legend, having served hot dogs in Times Square for over 46 years. What makes his presence so special is not just the authenticity of his food, but also his magnetic charm, which has earned him the admiration of locals, tourists, and media alike. His presence in the campaign was a powerful touchpoint, linking the experience to real-world New York culture and elevating the brand's presence.

CommBank’s Strategic Messaging

Marcos Meneguzzi, CommBank’s Executive General Manager for Consumer Finance, highlighted the importance of holidays and travel as key savings goals for many Australians. “CommBank iQ’s latest Cost of Living Insights Report revealed Australians are spending 22% more on online travel,” Meneguzzi stated, emphasizing that Australians are increasingly prioritizing travel as part of their financial goals. This campaign directly taps into that desire for adventure and travel, positioning CommBank as a key player in helping Australians book and enjoy their dream vacations.

M&C Saatchi’s Creative Vision: Bringing the World Closer

Creative Director Daniel Borghesi of M&C Saatchi explained the campaign's goal: “This campaign is about bringing the world closer than ever—to all Aussies with a travel bug.” When CommBank approached the agency to showcase their new Travel Booking service, the idea was simple yet bold: bring the best of New York City to Australia in a memorable, interactive way.

Borghesi added, “When CommBank asked us to help showcase the new Travel Booking service available via the app, the obvious answer was to bring NY’s greatest hot dog vendor to Australia to serve hot dogs from inside a billboard.” The choice of Johnny G wasn’t just about the food but about telling a broader story of culture, experience, and the exciting possibility of travel.

“It’s about much more than Johnny G’s signature recipe leaving the States for the first time,” Borghesi said. This campaign is a celebration of the joy of travel and the connection that CommBank’s Travel Booking service offers to Aussies who want to explore the world.

A Unique OOH Experience That Stands Out

In a landscape where digital and traditional advertising often blend, CommBank’s "Out of Here" campaign stands out as a prime example of the power of experiential marketing. The walk-through billboard created a tangible and unforgettable experience for visitors, immersing them in the energy and culture of New York City, all while showcasing the new Travel Booking feature in the CommBank app.

This innovative use of OOH advertising emphasizes how physical and digital media can work together seamlessly to create an impactful and engaging customer experience. Through the integration of social media, influencer collaborations, and traditional PR, the campaign gained massive traction and effectively promoted CommBank’s latest service.

Conclusion: A Bold and Memorable Campaign

CommBank's "Out of Here" OOH campaign successfully brought the excitement of New York City to Melbourne, blending experiential marketing with digital and social media. By tapping into the universal desire for travel, the campaign not only showcased the brand’s Travel Booking service but also created a memorable, immersive experience that resonated with Aussies eager to explore the world.

Through creative partnerships, cultural authenticity, and bold ideas, CommBank and M&C Saatchi have set a new standard for experiential and OOH campaigns, proving once again that the most impactful advertising is the kind that brings people closer to the things they love.