Results and Effectiveness

‘Support-team stories’ aced the competition! Independent research proved awareness of ANZ’s sponsorship was 15% higher than naming-rights sponsor. Exceptional given naming-rights sponsor has a 12-year relationship and ANZ has 4 Same research reported “support-team stories” lifted associations with “we live in your world” by >25% over the campaign. Other variables couldn’t have contributed to the outcomes. All data-points were taken YoY. Budget to leverage the sponsorship remained steady and competitor activity actually increased . Lendl “support-team stories” were viewed over 8,000,000 times (total), 38,000 people visited online tennis hub, 9,038 visits to the Facebook trivia game Game, set & match!

Creative Execution

People thought Andy Murray's new coach Ivan Lendl would give him the advantage he needed to win his first AO title. 5x short-Lendl-stories and ANZ SupportCam (a branded device that captured tennis stars' support-teams during live play) brought the idea to life. Content was distributed across owned/paid/earned mass affluent media Owned - brand-walls in 700 branches, ANZ staff bus-wrap, on-screen placements across 1,600 ATMs provided significant reach before any paidmedia was invested. Paid - 127 integrated-program executions of SupportCam stories, outdoor dominations at train stations, airport posters, posters in Sydney & Melbourne metropolitan environments. AV stories were showcased in cinemas, subscription TV and QantasClubs screens Excitingly, our branded ‘support-team’ stories were so compelling that Seven integrated them throughout their AO broadcast, climaxing in the Murray and Djokovic final. An online support-hub extended reach across social media with a tennis trivia game inviting players to test their tennis knowledge against friends.

Insights, Strategy and the Idea

ANZ asked us to make Australians think ANZ is the Open’s number 1 sponsor while leveraging the sponsorship to demonstrate ANZ’s ‘We live in your world’ proposition. They expected to see an increase in key brand metrics as a successful outcome. Our target audience was broad, mass affluent Australians. Two problems: 1. People tune out to bank advertising 2. There’s no obvious link between tennis and banking An exciting link between tennis and banking was uncovered based on a truth common to both tennis and successful affluents: Success only comes with the right support. Given the known resistance to bank advertising, taking a ‘storytelling’ approach would allow ANZ to demonstrate that “we live in your world” by showing Australians they understood the right support is essential for success in a way that complemented tennis coverage at the time. Our idea was to create and celebrate “Support- team stories”