The Campaign

University is a unique time when you're surrounded by a world of opportunities that can shape your future. But, rather than simply tell students to take every opportunity that comes their way, we showed them what could happen if they did. Presenting, Fortune Favours the Brave. A campaign that used the star power of world-renowned choreographer, Parris Goebel, to reward one brave student who seized an opportunity with a life changing experience, and inspire hundreds of others in the process.

Creative Execution

The country watched as a modern day fairy tale unfolded. The story kicked off with a tease on world-famous choreographer Parris Goebel’s social channels. 24 hours later, ANZ launched an unscripted hero video that went behind the scenes from the moment student, Sam V, answered the ad, to his surprise when he discovers who he will actually be making a music video with. Sam premiered his official music video on his social channels and made his single available on all streaming platforms. Things got big, fast. Appearing across all the major media outlets, Sam was slingshotted into celebrity status, proving that fortune really does favour the brave. This all happened in real-time on social media watched by hundreds of thousands of other young students, all made possible by ANZ bank.

Reach: With 4 episodes of campaign video content layered with supporting social posts across both ANZ’s and Parris Goebel’s social media channels, the campaign had a combined reach of 2.6 million. Engagement: In a country of only 4 million, the campaign had over 3.6 million impressions and 25,195 reactions, comments and shares across all social content. Sales:  The campaign resulted in an 8% increase in ANZ student account sign ups. After a 3 year decline in market share, Fortune Favours the Brave turned ANZ’s position around, creating a growth of 13%. With an ROI of 1:7, the campaign created an estimated $1.8M worth of additional revenue… proving that fortune really does favour the brave.

Our research revealed this audience filled their social feeds with influencers and celebrities they admired. We needed the credibility of someone students respected, a young influencer who had earned their attention. Enter Parris Goebel, a 22-year-old up and coming NZ choreographer making it on the world stage. Most recently choreographing Justin Bieber’s ‘Purpose’ music videos, clocking up a whopping 1 billion views on the ‘Sorry’ video alone. We also found that students rarely visit a physical bank anymore. Rather they sorted their banking needs online. We took an approach that was unprecedented for ANZ. We chose to create a multi-platform campaign that lived entirely on social media, with no budget spent on traditional media.   Fortune Favours the Brave used the unique collaboration between the bank, the world-famous choreographer and a young student musician to create inspirational, entertaining and engaging content that would see ANZ welcomed onto students’ social feeds.