TBWA\NZ and ANZ have launched a new brand platform, ‘We Do How’, to give Kiwis the practical know-how to start their financial wellbeing journey.
The campaign tells the story of Ravi, Claire, and kids Sameer and Tara. It shows Ravi and Claire setting out to improve their family’s financial wellbeing, but the heart of the story is about father and son as Sameer works towards his dream of becoming a Black Cap. We watch Sameer grow from a boy into adulthood, with ANZ supporting the family and providing the ‘hows’ for their ‘whys’.
The emphasis on family reflects a recent ANZ survey which revealed that almost 60 percent of New Zealanders want to save or invest more for their future and post Covid-19, Kiwis consider wealth to be about knowing they can pay for things to help their family thrive.
Shane Bradnick, TBWA\NZ Chief Creative Officer says: “It’s a universal story we can all relate to about why we work hard in New Zealand and how we want our families to enjoy a better, happier life. It’s also a modern New Zealand story that reflects our diversity and how our love of family and a desire to help our kids succeed is a ‘why’ we can all understand.”
Matt Pickering, ANZ’s General Manager of Marketing, says: “Kiwis want to improve their financial wellbeing, but often just don’t know where to start and so it’s the ‘how’ part that’s important.
“Financial wellbeing isn’t about being rich, it’s about feeling better about your finances by confidently managing your money today and being able to save a bit for tomorrow.”
ANZ has set up a six-step Financial Wellbeing Programme here which calculates a person’s financial wellbeing score – and more than 22,000 Kiwis have already found out theirs.
‘We do How’ will launch with a hero two-minute ad. The campaign will appear on TV, digital, social, PR, OOH and in-branch.
As part of the internal ANZ staff launch, a deck of playing cards packed with financial wellbeing ‘hows’, ‘The Deck of How’, and a digital book, ‘The Book of How’, are also being produced.
Client: ANZ NZ
Production Company: Goodoil
Director: Adam Stevens
Executive Producer: Matt Long
Post Production: Blockhead
Editing: The Editors
Music Licencing: Franklin Road
Media Agency: PHD
PR Agency: TBWA\Eleven PR