ANZ leveraged its partnership with New Zealand Cricket in late April through a campaign called ‘We Do How’ which launches an integrated initiative demonstrating the bank’s commitment to financial wellbeing
The creative promotes ANZ’s new six-step ‘Financial Wellbeing Programme’ available to everyone (not just ANZ customers) at anz.co.nz/financialwellbeing and the campaign will appear on TV, digital, social, PR, OOH and in-branch.
It was launched with a ‘We Do How’ 2-minute hero launch spot debuted on 23 April and asks ‘If you have a why, we have the how’ and seeks to drive viewers online to see how ANZ could help them on a journey to financial wellbeing at anz.co.nz/how.
The campaign tells the story of parents Ravi and Claire and their two children Sameer and Tara Sharma and at the heart of the story is a father and son tale of how Ravi helps Sameer work towards his dream of becoming a Black Cap.
As the journey unfolds, the spot’s narrative arc sees Sameer grow from a young boy into adulthood with ANZ supporting the family and providing the ‘hows’ for their ‘whys’.
Developed in harness with agency TBWA\NZ, ANZ’s new brand platform aims to help all New Zealanders’ financial wellbeing by providing them with the resources, support and products they need.
An internal strand of the campaign included the staff launch of ‘The Deck of How’: a deck of playing cards packed with financial wellbeing ‘hows’ and a digital book ‘The Book of How’ are being produced.
Rather than telling New Zealanders to get ahead or dream big, ANZ’s approach is about providing people with the practical know-how, information and tools to start their financial wellbeing journey.
The emphasis on family was informed by a survey commissioned by ANZ which revealed that post Covid-19, New Zealanders feel wealth is more about knowing they can pay for things to help their family thrive.
The ANZ survey found New Zealanders feel a strong need to improve their financial wellbeing with almost 60% of people wanting to save or invest more for their future and 77% thinking they could be doing better with their money.
“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,” explained TBWA\NZ Chief Creative Officer Shane Bradnick. “The Sharmas show us a range of ways to help us all start to improve our financial wellbeing and through them, we can see that if you have a ‘why’ then ANZ has the ‘how’.”
ANZ General Manager of Marketing Matt Pickering added: “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. ANZ is committed to giving Kiwis the practical tools and know-how they need to do this, which is why we’ve set up our Financial Wellbeing Programme.”
The campaign was created for ANZ Bank New Zealand by creative agency TBWA\NZ with production company Goodoil (with Director Adam Stevens and Executive Producer Matt Long), while post production was handled by Blockhead, with editing by The Editors, audio by Beatworms and music licensing by Franklin Road.
The media agency was PHD and PR was handled by TBWA\Eleven PR.
Comment:
The financial wellbeing programme starts by calculating a user’s financial wellbeing score and more than 22,000 Kiwis have already found out theirs.
ANZ has been a Major Sponsor of New Zealand Cricket for 20 years and is a partner of both the Black Caps and the White Fearns, as well a Partner of the Junior Game. As the Official Bank of New Zealand Cricket, ANZ also supports local cricket communities with grants which help cricket players, fans and teams around the country with what they need to get on top of their game.
Leave a comment
You must be logged in to post a comment.