ANZ gets unnecessarily dramatic for launch of Apple Pay

ANZ has launched its Apple Pay method in New Zealand with a dramatic new campaign co-created by the TBWA teams in New Zealand and Australia.

Apple Pay is now available to all ANZ customers who have a compatible iPhone or Apple Watch and an ANZ Visa Debit or personal credit card, allowing them to tap their device to pay. To promote it, a video, produced and shot by Plaza Film’s Paul Middleditch, follows a man who uses Apple Pay to purchase his groceries. When he pulls out his phone to tap it on the eftpos machine, dramatic music starts and everyone in the store stops and turns to watch the transaction take place.

In the release, ANZ head of retail and brand marketing Matthew Pickering said customers have been asking for Apple Pay and ANZ is “thrilled to be the first New Zealand bank to offer it to them”.

“We know they’re going to be excited to start using the service – a sentiment we think the campaign captures beautifully.”

If the comments under the Facebook video are anything to go by, Pickering’s prediction is correct with many expressing interest in switching to ANZ in order to use the new payment method. There are also commenters asking if the service is compatible with Android devices, to which ANZ is responding with a link to goMoney.

As well as the video, Apple Pay has also been promoted on the new QMS Britomart Towers, which were switched on last month.


Executive creative director – Christy Peacock, Paul Reardon.

Creative director – Julian Andrews
Senior art director – Bruce Baldwin
Senior copywriter – Jim Taylor
Group business director – Clair Tenzer
Group account director – Maike Blackman

Account director – Emma Johnson, Nikki Rawling

Account manager – Ruby Soole

Agency producer – Janine Wertheim and Jodi Hari

Production company – Plaza Films

Director – Paul Middleditch

ANZ head of retail marketing – Matthew Pickering

ANZ senior marketing manager – Philippa Wilkinson

ANZ marketing manager – Carmelle Anderson
ANZ marketing manager – Emma Russell

ANZ marketing manager – Katie Thompson

ANZ marketing manager – Sarah Mann 

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