Title | ANZ'S PUSH FOR AN EQUAL FUTURE |
Brand | ANZ |
Product / Service | ANZ BANK |
Category | A01. Creative Effectiveness |
Entrant | TBWA\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 |
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 |
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.