| Title | HOW ANZ HELPED AUSTRALIAN BUSINESSES DO MORE BUSINESS IN ASIA |
| Brand | ANZ BANK |
| Product / Service | BUSINESS BANKING |
| Category | A04. Use of Print |
| Entrant | PHD Sydney, AUSTRALIA |
| Advertising Agency | WHYBIN\TBWA GROUP MELBOURNE, AUSTRALIA |
| Media Agency | PHD Sydney, AUSTRALIA |
| Entrant Company | PHD Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Simon Lawson | PHD | Group Business Director |
| Kathryn Weatherlake | PHD | Communications Planning Director |
| Frances Meadows | PHD | Account Manager |
In 2008, ANZ Bank made the brave decision to become Australia’s FIRST super regional bank and, with a presence in 29 markets across Asia-Pacific, quickly established itself as the go-to bank for Aussie businesses looking to do business in Asia. Major challenge: 75% of Australian businesses, our target audience, had NO intention of doing business in Asia. In early 2014, we spoke to Aussie businesses and quickly realised that it wasn’t that they didn’t WANT to do business in Asia, it was just that they didn’t know HOW. Our insight: Asia might be the continent of opportunity, but every Australian business needs to start somewhere.
Opportunity Asia resulted in MORE Australian businesses doing MORE business in Asia. Importantly, they are now doing that business with ANZ. The campaign generated a huge $13.5M of net new revenue. Research indicated 45% of the target now agree: ANZ can service my business needs across Asia – a lift of +28% over the period, and ANZ’s highest score since measurement began. Hundreds of business people attended the Opportunity Asia events. The campaign boasted an ROI of 1,600% And with that, we had achieved our objective of establishing ANZ as THE bank for Aussie businesses in Asia.
The hero of our media execution was a native advertising partnership of unprecedented scale and content between ANZ’s newsroom BlueNotes and the Australian Financial Review (AFR) newspaper, known as the “bible” of Australian business. No bank had ever partnered with a financial publisher in this way… Across an extensive 20 week campaign, Opportunity Asia straddled many touchpoints to engage our audience: a manifesto and call-to-action from our CEO, printed articles, bespoke and aggregated content, co-branded ANZ/AFR events - but it didn’t end there. Content was spread further via a unique partnership with Qantas and through paid amplification via ANZ’s social channels.
From 2008 to 2013, advertising promoting ANZ’s presence in Asia had been VERY traditional. But that all changed in 2014. Our strategy was to go BEYOND advertising headlines and become THE bank to help Aussie businesses navigate the journey to success in Asia. We called our idea: Opportunity Asia. Asia is a very diverse and complex region, so we used proprietary analysis to identify the Australian industries that would most benefit from doing business in Asia, and created content specifically designed and crafted to help them seize that opportunity. This was the key to our whole content strategy.