CONNECTIONS THAT MOVE THE WORLD FORWARD

TitleCONNECTIONS THAT MOVE THE WORLD FORWARD
BrandANZ
Product / ServiceBANK
CategoryA08. Best Use of Other Digital Platforms (Incl. Mobile Devices)
EntrantPHD SINGAPORE, SINGAPORE
Media Agency PHD SINGAPORE, SINGAPORE
Entrant Company PHD SINGAPORE, SINGAPORE
Media Agency 2 PHD SINGAPORE, SINGAPORE

Credits

Name Company Position
Miya Wu Phd Singapore Media Director
Leroy Lim Phd Singapore Planner

Results and Effectiveness

Results for the ANZ APP led campaign were better than we’d ever anticipated. It delivered: •70% additional media value and PR coverage generated from NGC TV sponsorship alone vs. initial investment obonus coverage included on-air promos, print ads, online banners and even SIA inflight TVC exposure •1,296,600 on-air viewers, with average frequency of 4.08 times •>1,083,000 print exposures, with an average opportunity to see 1.85 times •28,048 AR activations, with an average time of 4:09 min/interaction – no other banking AR activation in Singapore has ever achieved this success •Total 473,441 social engagements; including 466,887 views, 6,469 likes, 95 shares

Creative Execution

We knew WHAT to execute: ‘engaging content’ + ‘ANZ’s connectivity’ + ‘mobile’. We needed a solution greater than the sum of these parts. First we found content bringing connectivity to life. NGC’s ‘The Link’ was the perfect platform partnership - a series focusing on ‘connections that move the world forward’ – bringing to life connections between the most important technological developments of our time. We needed to leverage this to drive better mobile connections. Moreover we needed to integrate across paid, owned and earned media. Our solution was to develop an AR mobile APP: a progressive way to connect with exclusive, engaging, branded content via mobile across Facebook, PR, Print, OOH, In-branch, InMail and On-ground. ANZ’s APP successfully delivered an engaging, integrated experience via the most personal connection today – the mobile. This allowed us to swiftly build awareness and drive invaluable earned media to a tough target in a tough environment.

Insights, Strategy and the Idea

As a relatively new banking entrant to AP, ANZ had a tough task. Awareness of ANZ was much lower than more established banks and ANZ also had lower budgets. In Singapore particularly, ANZ was up against significantly bigger home grown and international players all with a higher share of voice. ANZ needed to connect with a typically difficult to engage target of affluent customers who are more financially savvy and therefore empowered as decision makers making them less brand loyal1. ANZ had a key USP. Their genuinely superior regional connectivity and expertise had allowed customers to swiftly and easily progress. Their strength in connectivity included the usability of their mobile based tools. Given our highly discerning target we had to demonstrate ANZ’s expertise and connectivity in a way that was clear yet non-intrusive, relevant but highly engaging. With their mobile tools it was also critical to drive this through mobile.