Results and Effectiveness

The post campaign brand tracking results were phenomenal-ANZ had reclaimed the number 1 position in credit card security measures. ANZ had also established significant leadership in the category-twice as many credit card users associated ANZ with the statement “provides better credit cards with better security against fraud” than their nearest competitor. The campaign drove a >30% up-lift in ANZ card purchase intention throughout the campaign, delivering on ANZ’s business objective and driving incremental card sales. There were no other changes to the product/price/distribution across the campaign. The positive business impacts are clearly the result of a single-minded media strategy.

Creative Execution

We asked TV, radio networks and magazine publishers to make subtle changes to their line-ups/formats, and to ask their audiences to point out this unusual behaviour. After establishing the concept with a TV spot-an Aussie mum suspiciously ‘purchasing’ a quad-bike called “swamp-pig”-we invited people to play along: In home and lifestyle show The Living Room, host Amanda Keller asked viewers to watch out for things that didn’t look quite right:the colour change of Miguel’s shirt or the cast subtly swapping seats midway through an in-programme segment. National TV and, for the most ‘fraud-exposed’ tourists, Qantas inflight TV broadcast the show. One week later, we expanded the concept to radio-the response was overwhelming! Listeners had to be asked to STOP calling in! Magazine readers were similarly engaged by being asked to spot irregularities in their favourite sections. Moreover, ANZ’s own ‘Unusual Behaviour’ social media game generated 30x their regular post engagement.

Insights, Strategy and the Idea

In 2008, the ANZ Falcon was a powerful brand asset that helped cement ANZ as market leaders in card security. By 2013, ANZ had lost it's position and they were determined to regain it. There were two challenges: 1.We couldn't use the famous screeching falcon anymore. 2.Aussies just didn't care about card security. Even if they did, they had no idea why to choose ANZ… The task we were handed was to demonstrate how ANZ protects your money in an exciting and engaging way. Our inspiration came from children’s shows: how to make learning a fun activity. We also noticed TV programming schedules follow consistent patterns-e.g. the weather always runs after the News. ‘Consistency’ is key to ANZ. It's also how ANZ's Security System monitors transactions-when a transaction is unusual, the behaviour gets flagged and the customer is notified. From the insights uncovered, the idea of ‘UNUSUAL BEHAVIOUR’ was born.