Using your phone as a payment device is something that’s been talked about for years but rapidly increasing smartphone uptake means it is now starting to come to fruition in New Zealand. ASB and TSB have recently come out with updated mobile payment technology, and plenty of other companies like Swipe HQ, Google and MasterCard have their own iterations hoping to render the wallet an anachronism. Now ANZ has upped its activity in this space as well with a Facebook campaign by Tequila\ that aims to drive new registrations for its goMoney iPhone app.
The www.getpayback.co.nz campaign’s protagonist is Curtis Black, a suave secret agent on a mission to track down people who need payback. Customers are invited to go online, like the bank, and describe their IOU and who it’s owed to for the chance of a payback via ANZ goMoney. There is $1,000 up for grabs each day over a two-week period.
“We wanted to create a genuinely fun and engaing way to demonstrate the convenience and praticality of ANZ’s market-leading mobile banking app,” says Tequila\’s creative director Ross Howard. “The payback concept was conceived to reach a tech-savvy audience though social media.”
ANZ claims it was the first to bring the ‘pay-to-mobile’ function to New Zealand, which enables users to transfer money to a friend’s account anywhere and anytime using just their mobile number, and it has earned plenty of plaudits so far, winning the 2011 IDC Financial Insights Innovation Award, the 2011 CANSTAR Innovation in Financial Services award, the 2011 Trailblazer Award from Banking & Payments Asia and the 2011 Innovative Retail Banking Product of the Year in the Australian Banking & Finance Magazine Awards. But, surprisingly—and unlike ASB and TSB—there is still no android version for the goMoney app, so some might say market-leading is pushing it.
Client: ANZ Head of Digital Marketing – James Perrin
Agency: TEQUILA\ Creative Director – Ross Howard
TEQUILA\ Producer – Henson Tan
TBWA\ Creative Directors – Craig Farndale and Connan James
TBWA\ Senior Account Manager – Ruth Allen
TBWA\ Production Director – Mark Paisey