ANZ'S PUSH FOR AN EQUAL FUTURE

TitleANZ'S PUSH FOR AN EQUAL FUTURE
BrandANZ
Product / ServiceANZ BANK
CategoryA01. Creative Effectiveness
EntrantTBWA\MELBOURNE, AUSTRALIA
Idea Creation TBWA\MELBOURNE, AUSTRALIA
Media Placement PHD Melbourne, AUSTRALIA
Production FRONT OF HOUSE Melbourne, AUSTRALIA
Production 2 BIG SHELL FILMS Sydney, AUSTRALIA
Production 3 NYLON STUDIOS Sydney, AUSTRALIA

Credits

Name Company Position
Paul Reardon TBWA\Melbourne Chief Creative Officer
Tara Ford TBWA\Melbourne Creative Director
Ricci Meldrum TBWA\Melbourne Regional Group Head
Rob Hibbert Senior Creative Senior Creative
Mark Jones TBWA\Melbourne Senior Creative
Chrissy Chrzan TBWA\Melbourne Creative
Kees Kalk TBWA\Melbourne Planning Director
Harry Steinhart TBWA\Melbourne Digital Planner
Stephanie Luxmoore TBWA\Melbourne Senior Account Director
Natalia Shore TBWA\Melbourne Senior Account Director
Todd McLerie TBWA\Melbourne Account Executive
Karoline Nanowski TBWA\Melbourne Account Manager
Janine Wertheim TBWA\Melbourne Senior Producer
Margot Ger TBWA\Melbourne Head of Broadcast
Tabata Piccinelli TBWA\Melbourne Editor
Jane Campion Freelance Director
Celeste Geer Freelance Director
Peter Knowles Big Shell Films Producer
Ari Wegner Big Shell Films DOP
Katie Milwright Freelance DOP
Phil Kenihan Front of House Sound
Mark Bradshaw United UK & Nylon Studios Music
Tanya Chitty PHD Media Investment Planning Manager
Schalk Van Der Sandt PHD Media Head of Digital Media
Kathryn Weatherlake PHD Media Group Business Director
Amy Francis PHD Media Group Business Director

Brief Explanation

Challenge: To help women achieve financial success, ANZ bank first needed to address its own reputation if it were to engage, let alone help, an audience largely disenfranchised by not just the brand, but the category itself. Solution: Rather than trying to change women through yet another conventional women’s financial education program, ANZ set out to change the world around them. By provoking the uncomfortable truth of financial inequality and highlighting the disparity between a girl’s potential and a women’s reality, ANZ created the Equal Future campaign advocating for women in both words and actions. Results: ANZ significantly shifted its brand reputation and image, realised growth in female customers ahead of category and, most impressively of all, sparked a Government Inquiry into financial gender inequality. Stimulating a national conversation (twice) ANZ was invited to make the opening submission at the Senate Inquiry and its actions have had a tangible impact on creating a more equal financial future for both its own female staff and Australian women more broadly. Reputation and purpose marketing investment are often viewed as a Board-pleasing requirement rather than genuine business driving strategy. Equal Future turned this marketing logic on its head. Where in the past, ANZ viewed product and offer to be the key drivers of purchase intent and CSR to work solely at a reputational level, Equal Future proved to be the highest driver of purchase intent of any ANZ campaign in 2015 [25] and second highest ROI contributor at more than 5 times the global industry econometrics ROI benchmark [27]. Linking ANZ to a purpose it has permission to own (some might even argue a responsibility) was fundamental to Equal Future’s success.