The Campaign

After signing the world’s #1 player, we daringly flipped the lens, focusing on everyday people who encompassed an ‘entrepreneurial mindset’. A young, deaf Korean player, an Aussie country girl with exceptional grit, and a legend of the game, told he was too weak to win. Playing their game, their way

Success of the Campaign

Delivering against our primary objectives; 1. Post campaign tracking reported non-customers who were aware of ANZ's Tennis Sponsorship have 250% higher purchase intent for ANZ Personal Loans than those unaware. (Source: IPSOS) 2. The campaign shifted brand perceptions - with 85% of online conversations carrying a positive sentiment (unheard for the bank who had typically been an online 'punching bag') Content: • Digital reach and impressions: up 300% year-on-year (10 times ANZ norm) • Social media reach: up 800% year-on-year • Video completions: up 10% year-on-year Social: • #yourgameyourway trended during the men’s final, and generated 10% organic reach (5 times industry standard) • >5% engagement across Facebook and Twitter (10 times ANZ benchmark) Media: • 58 pieces of content integration through the official Australian broadcaster (3 times ANZ’s 2014 results) Sponsorship: • ANZ led unprompted sponsor recall scores, a 25% increase year-on-year (5% above the Naming Rights Partner)

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

‘Your Game. Your Way.’ was a short-format documentary series launched online and promoted through ANZ’s owned social and digital channels. A six-week long Asia Pacific media program spanning seven countries, supported the films and drove awareness, intrigue, and a call to action for the audience to view full stories online. The campaign was seeded through ANZ’s social community just days before media rolled-out in regional succession, timed with the opening of the Australian Open tennis event. Paid media included TV, digital, social, outdoor, transit, retail, and radio executions. Earned media was generated in order to spike and sustain campaign support across the six weeks. Branded content was integrated through ‘teaser’ TVC and radio, PR events involving Novak Djokovic put ANZ on the global news agenda, and a charitable social media campaign #rallyforgood extended the campaign’s appeal and active online engagements - driving an additional 39 million impressions.

The strategy was based on our consumer, sport and brand insights. Detailed tennis-fan and target market research told us that what united the bank and its customers - no matter their nationality, culture or background - was a proactive, 'entrepreneurial mindset'. They strive to create their own opportunities. They play the game (life) their way. 'Your Game. Your Way.' was a short-format documentary series that used real stories to demonstrate the idea; those who create opportunity, succeed. Novak Djokovic embodied all of this, but our strategy was to use his celebrity to hero the stories of others. Our film-subjects demonstrated through tennis that no matter our unique journeys, the drive to create our own success is what unites and inspires us.