ANZ is rolling out a new campaign across Asia-Pacific leveraging its tennis sponsorships and ambassadors – particularly its partnerships with the Australian Open and the Shanghai Rolex Masters – called ‘Your Game, Your Way’.
Fronted by the world’s number one ranked tennis player Novak Djokovic, the focus of the fresh campaign is about each person – regardless of skills, ability, status and experience – creating their own unique path to success.
The idea is that Djokovic and the inspiring young players in the campaign personally exemplify how to play to your own strengths, your own way.
‘I am very excited about this partnership with ANZ,’ comments Djokovic.
‘It has enabled me to help show how tennis can have an impact on people’s lives in many different ways. I’ve been playing tennis since I was four years old, but my story is just one of many. This game goes far beyond centre court so it’s an honour to be part of these incredible stories of others playing this great game.’
The new work is led by a series of four spots – each revolving around a unique story of someone who has created opportunities to succeed through tennis.
The launch spot focuses on Djokovic himself.
The second ad is also built around another star ANZ ambassador Michael Chang – the youngest player to win a main-draw match at the US Open in 1987, the youngest to reach an ATP Tour semi-final and the youngest French Open champion in 1989 aged 17.
‘I had my fair share of critics, people saying it’s ridiculous for you to turn professional,’ says Chang. ‘Not being tall enough, not being strong enough. Even not very many Asians play tennis. When you have a passion for something you don’t let those comments get in the way.’
The third spot focuses on eight-year-old Australian Anna and her unceasing commitment to the game despite living on a farm outside Gunnedah in New South Wales which means she has to travel 250km a week to her tennis classes.
While the final commercial features 16-year-old South Korean Lee Duck Hee who is climbing the global rankings and in 2014 was ranked 6th in the International Tennis Federation’s junior boys category.
Lee, who has a hearing impairment, says ‘Being deaf is challenging and troublesome, but I try not to worry about it and concentrate on training,” Lee said. “When I first played tennis I thought it was too hard and I didn’t want to play. I now feel like I can play better because I can concentrate more than other players.’
As well as TV, the campaign stretches across outdoor, print, radio and digital (including Twitter, Facebook, Instangram and a web hub at http://yourworld.anz.com/sponsorships/your-game-your-way/)
The campaign has been developed in partnership with agency Octagon (Singapore and Australia). Adam Hodge was the strategic and creative lead, while Ben Hartman handled talent management and Fluer Massey was the account services lead.
Production was by Milk Money, the director was Ethan McLean and media was handled by pHD.
ANZ also connected its Australian Open activation with its ongoing #Rallyforgood programme – which it describes as ‘the world’s first tennis rally on social media to raise money for a good cause’.
The cause initiative sees ANZ will donate AU$2 for every photo of a tennis rally consumers post on their social media profile, up to $100,000.
The money is being used to back community programs across Asia Pacific – including Tennis Australia’s ‘Tennis Cares’ program.
Comment
According to Joyce Phillips (ANZ Group Managing Director, Marketing and Innovation and CEO Global Wealth), the new marketing campaign reinforces the brand’s long-term support of tennis across the Asia Pacific region.
The banking brand is currently in its sixth-year as associate sponsor of the Australian Open and its third-year as the International Banking and Finance partner of the Shanghai Rolex Masters.
This cross-border, mixed approach blends event sponsorship and the reach of star athlete ambassador marketing, with the values and inspiration of youth-focused support right across the Asia-Pacific region to build further brand awareness and communicate ANZ’s values and positioning.
Links
ANZ ‘Your Game, Your Way’ Website
http://yourworld.anz.com/sponsorships/your-game-your-way/
ANZ Australia YouTube
https://www.youtube.com/user/ANZAustralia
ANZ Website
ANZ Australia Facebook
https://www.facebook.com/ANZAustralia
ANZ Australia Twitter
ANZ Instagram
Australian Open
http://www.ausopen.com/index.html
Shanghai Rolex Masters
http://en.shanghairolexmasters.com/
