We all want to get the most out of our money, and TBWA NZ’s new campaign for ANZ shows how banking innovation is helping customers take control.
The ‘Keep on Moving’ campaign targets customers in their 20s and 30s with characters, Dotti and Leon, taking advantage of the services ANZ provides as they move through their day.
Christy Peacock, executive creative director at TBWA, says the first execution showcases just how easily ANZ’s everyday banking services integrate into the fabric of our daily lives.
“At the same time making the point that when your money moves with you, you’re always on top of your finances.”
Customer research was integral in helping ANZ and TBWA shape the campaign.
One of the key insights was the value young people place on engaging with their bank for guidance on how to make the most of their money.
ANZ’s head of consumer marketing Matthew Pickering says customers’ expectations of service from a bank have changed.
“We wanted to highlight the many leading features ANZ offers that make people’s lives easier, from mobile payments to voice authentication, whilst still showing the value placed on having a conversation with a banking expert when needed,” Pickering says.
“It’s about showcasing the benefits of a modern digital bank with a human touch.”
The campaign will be rolling out across TV, outdoor, digital, social media and in-branch.
Head of marketing NZ: Astrud Burgess
Head of consumer marketing: Matthew Pickering
Senior marketing manager: Darryn Gordon
Marketing manager: Carmelle Anderson, Andrea Piggott, Sarah Mann, Jess Davidson
Product: Everyday Banking
Campaign title: Keep on Moving
Agency: TBWA Group NZ
ECD: Christy Peacock
CD: Julian Andrews
Creatives: David Sylvester, Watchara Tansrikeat
Senior account lead: Andrea Harris
Account director: Emily Brockie
Account manager: Shaun Bloch
Agency producer: Jodie Hari
Production company: Plaza Films
Director: Paul Middleditch
Producer: Peter Masterton
DOP: Tristan Milani
Production designer: Bruce Everard
Casting: Catch Casting
Offline editor: The Editors – David Whittaker
Colourist: Blockhead – Peter Ritchie
Online editor: Blockhead – Richie White
Production assistant blockhead: Isabel Aitchison
Original music: Level Two Music
Sound design & mix: Liquid Studios – Craig Matuschka