ANZ Bank: From dreaming big to knowing HOW

IPA Effectiveness Awards Case Study 2024

ANZ (Australia and New Zealand Banking Group) was experiencing falling share of voice, declining consideration, and reputational fallout. For the New Zealand market, strategy determined ANZ needed a broad communications platform grounded in the financial realities of New Zealanders. Messaging focused less on ‘why’ people wanted to reach financial goals than ‘how’ they could achieve them. This core insight underpinned memorable ads featuring the imaginary Sharma family and innovative products such as loans for sustainable home energy. Evidence communications worked includes increases in customer acquisition and market share, and econometric modelling estimating $183m of profit was generated.

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Client Statement

Astrud Burgess, Group CMO, ANZ Bank New Zealand

WE DO HOW helped transform marketing at ANZ by delivering real results and enabling marketing to start developing product and service propositions like Good Energy and the Home Loan Check-In.

This platform helped us deliver the HOWS our customers wanted and needed, reorienting the bank around a clear and simple promise.

WE DO HOW has been vital in turning around stubborn brand metrics in consideration and reputation, safeguarding our future growth and performance.

Through collaborative efforts with our agency, WE DO HOW led to breakthrough innovations and established ANZ as an industry leader, taking a lead on future challenges.