Creative Execution

Via Asia's first partnership with National Geographic Channel, sponsoring Brave New World (BNW), the program perfectly positioned ANZ as “helping people progress” which features fascinating innovations that will impact the consumers in near future. A mobile app was co-developed where consumers can experience technological evolution in their hands. The app housed exclusive content related to BNW series that can only be unlocked at specific timing during the program. Outside the program, consumers can activate the app via paid, owned and earned platforms including Pan Regional TV, Print, Digital display and social touch-points to access other content.

The activation deepened emotional connection and intuitively realized ANZ’s brand promise – “helping people progress”. This took mobile engagement by a bank to a brand new level, evoking a deeper emotional connection and higher engagements in a disenfranchised category. In a short 6 week campaign, it was stellar success as the campaign peaked viewers' interest and drove scans. It achieved 1,016,789 minutes of user-initiated mobile viewing which translates to 2 years of engaged viewing time with the disenfranchised consumers. A total of 338,651 mobile activation and 20,477 positive social engagements was also achieved. The campaign delivered an astounding 4.8 times higher return on investment including PR worth US$50,000.

Singapore is a well-established premier financial hub for Asia. However, poor differentiation within the banking category was causing the banks to lose its own brand equity. Coupled with the fact that many consumers are becoming disenfranchised from marketing efforts, ANZ has to look for new ways to differentiate and demonstrate what it truly stands for – a bank that provides insights to help you progress. The affluent and high net worth individuals has a keen affinity to technology and readily adopts technology as part of their progress. Being always ‘on-the-go’ individuals, mobile phone is ubiquitous to them and they rely on it to constantly stay connected. Armed with this insight, we created a unique and 1-1 environment, where the affluent and high net worth can experience technology in their own hands, while internalizing and associating these attributes with ANZ.