Title | ANZ BANK KICKING DOWN BARRIERS |
Brand | ANZ BANK AUSTRALIA |
Product / Service | BRAND SPONSORSHIP |
Category | B06. Use of Events |
Entrant | TBWA\MELBOURNE, AUSTRALIA |
Idea Creation | TBWA\MELBOURNE, AUSTRALIA |
Media Placement | TBWA\MELBOURNE, AUSTRALIA |
PR | TBWA\MELBOURNE, AUSTRALIA |
PR 2 | THRIVE PR + COMMUNICATIONS Melbourne, AUSTRALIA |
Production | NIKE AUSTRALIA Melbourne, AUSTRALIA |
Additional Company | ANZ Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Paul Reardon | TBWA\MELBOURNE | Chief Creative Officer |
Matt Stoddart | TBWA\Melbourne | Creative Director |
Rob Hibbert | TBWA\Melbourne | Creative |
Mark Jones | TBWA\Melbourne | Creative |
Eric Benitez | TBWA\Melbourne | Head of Art |
Ricci Meldrum | TBWA\Melbourne | Regional Group Head |
Cathryn Reed | TBWA\MELBOURNE | Business Director |
Jeff Malone | TBWA\Melbourne | Executive Planning Partner |
Alex Horner | TBWA\MELBOURNE | Planning Director |
Tania Babiolakis | TBWA\MELBOURNE | Project Manager |
Zoe Watts | TBWA\MELBOURNE | Agency Producer |
Wiktor Skoog | TBWA\Melbourne | Creative Product Director |
Sweta Mehra | ANZ Australia | Chief Marketing Officer |
Carolyn Bendall | ANZ Australia | Head of Marketing |
Rosana Lambardi | ANZ Australia | Brand Expert |
Hayley Smith | ANZ Australia | Sponsorship |
Maggie Jones | ANZ Australia | Sponsorship |
Marnie Benfold | ANZ Australia | Social Media & Expertise |
Kimberlee Wells | TBWA\Melbourne | CEO |
Mark Jones | The Sports Group | Director |
Ashley Reade | Nike Australia | General Manager |
Andrew Keith | Nike Australia | Marketing Director |
Brett Tamburrino | Nike Australia | Sports Marketing Manager |
Stephanie Gold | Nike Australia | PR Manager |
Paul Arena | TBWA\Melbourne | Group Planning Director |
As sponsors of champion wheelchair tennis player, Dylan Alcott, ANZ Bank identified a unique event-based opportunity to highlight its support for diversity. ANZ determined that Dylan’s incredible sporting achievements deserved greater recognition and so took the idea to Nike to present Dylan with his own eponymous sneakers. Surprising Dylan with his ANZ + Nike Alcotts on day one of the Australian Open Tennis, Dylan went on to wear his sneakers throughout the tournament, publicly thanking ANZ and announcing the auction of his Grand Slam winning footwear in his acceptance speech which was broadcast live around the world.
Having successfully partnered with wheelchair tennis champion and social influencer, Dylan Alcott in 2018, the brief for ANZ’s 2019 Australian Open event was to once again make Dylan the face of ANZ Tennis. At a product level, ANZ wanted to be known as the bank that helps you to save. Discovering the disarming insight that Dylan saved his money for sneakers (500 and counting), we decided to make this the focus of our ‘See it. Save for it’ 2019 tennis campaign. Knowing Dylan’s personal mission to ‘mainstream disability’, the idea of making him his own eponymous sneakers struck us as mutually beneficial for our partnership with Dylan and inherently newsworthy.
Our idea was for ANZ, together with Nike, to put Dylan on a deserving equal pedestal to his able-bodied counterparts by having him join the exclusive group of elite athletes with their very own, eponymous shoes. Having replaced Novak Djokovic as the face of ANZ’s Australian Open sponsorship, ANZ’s advertising with Dylan already embraced him as an elite athlete and charismatic personality - who just happens to be in a wheelchair. The ANZ Savings Campaign, featuring Dylan, also established his real-life obsession with saving for (and buying) sneakers. By surprising Dylan with his own Nike Player Exclusive sneakers to wear throughout the 2019 Australian Open tournament, our idea was designed to: ● send a powerful message of inclusion to disabled individuals everywhere; ● amplify ANZ’s inclusion efforts; ● and put ANZ ‘bank’ alongside one of the world’s most aspirational brands.
We were appalled when the September 2018 US Open decided to play Dylan Alcott’s Quad Wheelchair men’s final against US Champion David Wagner on an inside-court, behind closed doors and with no spectator stand. This unsavoury insight spurred us on to ensure ANZ’s work with Dylan continued to treat him with the respect he deserved and led to our key message, that disabled individuals deserve equal recognition to their able-bodied peers. Our key target audiences were: ● The Australian Open tennis audience, specifically ANZ’s key 18-39 year old banking prospects (a socially-minded age cohort). ● The 1 in 5 Australians living with a disability (and their family and friends). To target earned media, news outlets and specialist media were invited to attend the presentation and an edited video of the presentation was distributed later the same day, together with a tailored media release and images for broader media pick up.
First, we took the idea to Nike, together with a cheeky ‘Air Jordan-esque’ Alcott logo. They loved it and agreed to create not one but two pairs of Dylan Alcott Nike Court Air Zoom Zero’s, resplendent with our Alcott logo on the heel, tags and dubraes. Then we hatched a plan to surprise Dylan, inviting him on day one of the Australian Open event to ANZ’s Corporate Hospitality Suite under the guise of a Q&A session. There, ANZ’s CEO and Nike’s Asia Pacific GM gifted him with his ANZ + Nike branded sneakers. We then shared the video of this event across owned and paid* social and distributed it to news media with a tailored PR release. (*paid social <$10k). To drive further earned-media, we presented Dylan with his second pair, suggesting he might auction them-off for his charity, knowing full-well he’d take every opportunity to talk about them.
Tier 1: Media Outputs: Earned media hits reached an audience of 97 million. Quality coverage included; The New York Times, Fox Sports, Pedestrian, ABC News, The Australian and sneaker culture titles Boss Hunting and The Weekly Drop. The social video of the presentation reached a further 1.7m through owned and paid social Tier 2: Audience Outcomes: Described by disability organisation, Wallara Australia as ‘an inclusion ace’, ANZ sent a powerful message of inclusion to disabled athletes and spectators around the world. The sneaker auction attracted 28,00 visitors to ebay with all monies from the winning $3,600 bid going to The Dylan Alcott Foundation to help young disabled Australians. Tier 3: Business Outcomes: Dylan thanked ANZ in his winning speech broadcast live to over 100 countries and millions around the world, taking every opportunity over the tournament to draw attention to his sneakers - shining a light on ANZ's inclusive reputation.