A simple tap and the desire to succeed all come together in the latest TBWA\NZ-led ANZ campaign that’s helping Kiwis to show their support for Kiwi athletes at the upcoming Olympic and Paralympic Games.
After announcing the ANZ Support Band earlier this year, will now help connect fans who can’t travel with participating athletes. The Band allows fans at home to send a ‘pulse of support’ to athletes either by tapping their device or directly through the NZ Team app.
The evolving TV spots feature New Zealand Olympic and Paralympic athletes receiving the all-important pulse of support that helps inspire their performance. It aims to encourage fan support and to let athletes know fans are supporting them, even if they can’t be in Tokyo with them.
The campaign appears to show that support will be high for athletes when the games start. Since registrations opened Sunday night, thousands of people from across the country have registered to receive an ANZ Support Band, exceeding all expectations. More ANZ Support Bands are being made available ahead of the Paralympics but those who miss out can download the NZ Team app and still send their support.
ANZ sponsored Olympic athletes Tom Walsh, Sam Webster and Emma Twigg all feature in the New Zealand Olympic Team creative. ANZ will ensure Kiwis keep tapping their support with a New Zealand Paralympic Team campaign, featuring ANZ sponsored athletes Jesse Reynolds, Holly Robinson and Tupou Neiufi along with additional impressive Para athletes, Anna Grimaldi, Nafi Lefono, Scott Martlew, and William Stedman.
Shane Bradnick, TBWA\NZ Chief Creative Officer, says creating the ANZ Support Bands and the subsequent campaign is a way of capturing the energy felt by fans when watching the Games, and the importance of support to the athletes.
“The Olympics and Paralympics are special events for Kiwis and a close bond is often formed between the athletes and the fans cheering them on,” says Brandnick.
“With few to no fans travelling, we hope the ANZ Support Band will allow Kiwis to share their support in a new and more meaningful way with athletes who will surely miss the power of a high-five or a supporting hug from a fan.
“We’ve worked closely with athletes and fans to ensure the tech works for them and helps create a unique connection.”
The ANZ Support Band uses Bluetooth technology in a world first that brings athletes and fans within touching distance despite closed borders, social distancing and athlete bubbles.
The wearable tech is free to thousands of Kiwis and will allow everyone who gets their hands on one to use it as a fitness tracker after the Games. The hope is these bands will ensure the NZ Olympic and Paralympic teams help create a legacy that encourages healthy lifestyles well beyond the Games.
Astrud Burgess, General Manager Data and Marketing at ANZ, said as sponsors of both the New Zealand Olympic Team and Paralympics New Zealand, it was important that the campaign captured the energy and excitement of the Games and the efforts of athletes who train and compete.
“The athletes have all worked incredibly hard in order to get to Tokyo and not having friends, family or fans along to cheer them on is going to be mentally quite tough,” says Burgess.
“We wanted to show and express that although we can’t be there, New Zealand is right behind them with the team of five million willing them on.
“Whether through the TVC, instore or online, we want fans to know their support makes all the difference,” added Burgess.
The ANZ Support Band technology has been closely developed with the input from a number of current Olympians and Paralympians, many of whom feature in the TVC, including Olympic sprint cyclist and Rio Silver medalist Sam Webster.
Client: ANZ NZ
Technology Partner: Satellite
Production Company: Fish
Director: Jason Bock
Executive Producer: Samantha Attenborough
Post Production: Mandy
Offline Editor: Julian Currin
Music: Song Zu
Media Agency: PHD