The Campaign

We know athletes aren’t actors. But they do know how to speak from the heart. We know scripts don't bring out the best in elite athletes. So we had conversations. We wanted to bring our stories to life harnessing Djokovics emotions on topics that matter to him. Novak is the perfect demonstration of what ANZ wanted to communicate. A calculated sniper on the court. A joker at the change of ends. A high achieving businessman between tournaments . And a family minded philanthropist. A man thinking outside the court. A man who takes on his world, his way. Thus we introduced ‘Novak’s World’. A fly on the wall look into his own life in areas that everyone can relate to. Uncovering what he is like as a person off the court that drives his success on the court. All tying back to the ANZ brand message; Your World, Your Way

Creative Execution

The campaign launched across Asia Pacific in December 2015 ahead of the Australian Open 2016 in February. And whilst it was fully integrated, the 2 documentary style webfilms set the tone for how ANZ was being viewed in market. Genuine. Relate-able. Approachable. Traits not normally associated with a bank. 1 x 30 sec TVC 2 x Documentary style online films 5 x 15 sec pre rolls Print/Outdoor Digital/Social Activation: Virtual Reality experience 'Novak's World' – to give a never before seen view into Novak’s life PR/Media Grassroots Activation We were able to achieve all of this all within just 8 hours of contracted production time.

Through the campaign, our audience discovered that Novak is truly a man who takes on his world, his way. We reached our affluent consumers where they were – relaxing during business travel, family time, at sporting events and online. And the results were a Grand Slam 1. ANZ achieved a 50% increase in awareness of their tennis partnership since 2014. 2. Resulting in 17% boost in positive sentiment for ANZ. 3. Novak’s world VR activation increased traffic year on year by 10 x during the Australian Open 4. With 88 Million Impressions, the social media CSR campaign #headbandsforgood was ANZ’s best yet.

Work in the Entertainment category should do exactly that: Entertain. And in this category, the use of talent should be best-in-class. Our recent work with ANZ Bank and the World’s No. 1 Tennis player, Novak Djokovic, shows this. Whether that be when he willingly donned funny wigs for charity which raised over $100k or when he gave us an exclusive deep look into his personal life off the court for a film series that has had over 3 million views; we’ve been able to harness the effective use of talent to drive powerful business results for the brand.

ANZ understands today’s world is challenging in it's pace and complexity and we must each be highly adaptable to take advantage of all the opportunities the world presents. ANZ want to be seen as the bank that supports you to take on your world, your way. How do we communicate this message to an affluent Asia Pacific audience - that we are the bank to support every facet of your life? The answer - To partner with a global sports star known for more than just his on court ability. ANZ, and the worlds #1 tennis player Novak Djokovic, co-created an integrated campaign bringing to life his different sides.