ANZ MR HUMFREEZ

Bronze Spike

Case Film

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TitleANZ MR HUMFREEZ
BrandANZ BANK
Product / ServiceANZ BANK
CategoryG08. Market Disruption
EntrantTBWA\AUCKLAND, NEW ZEALAND
Idea Creation TBWA\AUCKLAND, NEW ZEALAND
Production UNIVERSITY OF WATERLOO INTERDISCIPLINARY CENTRE FOR CLIMATE CHANGE, CANADA
Additional Company TBWA\AUCKLAND, NEW ZEALAND

Credits

Name Company Position
Shane Bradnick TBWA\NZ Chief Creative Officer
Catherine Harris TBWA\NZ Chief Executive Officer
Ashwin Gopal TBWA\NZ Creative Director
Guy Roberts TBWA\NZ Executive Creative Director
Wiktor Skoog TBWA\NZ Creative Director
Julian Andrews TBWA\NZ Creative Director
Watchara Tansrikeat TBWA\NZ Senior Art Director
Kate Heatley TBWA\NZ General Manager
Ruth Coulson TBWA\NZ Group Business Director
Mark Paisey TBWA\NZ Senior Producer
Jodie Hari TBWA\NZ TV Producer

Why is this work relevant for Brand Experience & Activation?

Mr Humfreez by ANZ is a brand experience that is currently living in Kiwi households nationwide. It’s a sustainable device that shows Kiwis if their home is too cold or too damp. Mr Humfreez was created to raise awareness of ANZ bank’s Healthy Homes initiative - which offers interest-free loans for insulation and heating. Beyond households, Mr Humfreez has entered classrooms as a teaching tool for young Kiwis to learn about the importance of healthy homes.

Background

50% of Kiwi homes are too cold and damp, falling below World Health Organisation standards for a healthy home. As a result, 1 in 6 Kiwis suffer from respiratory diseases, especially children. New Zealand’s largest home lender, ANZ bank made a commitment to help Kiwis live in warmer, drier homes. Our brief was to get Kiwis to enquire about ANZ Bank’s Healthy Homes Initiative - which offered interest-free loans for home insulation and heating. Faced with a culture of Kiwis used to ‘toughing it out’ over winter, our solution needed to captivate and educate Kiwis. So that households would care about the problem, and do something about it with help from ANZ.

Describe the creative idea (20% of vote)

Mr Humfreez by ANZ is a 100% sustainable device that shows you when your home is too damp, or too cold. His hygroscopic horns uncurl when humidity is over 65%, and thermochromic ink on his face turns blue below 18ºC. Instead of using plastics and rare earth metals, the technology was created by calibrating and coding one of earth’s most abundant materials - wood. A smart, sustainable and unmistakably Kiwi icon of home health, Mr Humfreez forms the centrepiece of ANZ’s Healthy Homes initiative.

Describe the strategy (20% of vote)

We turned the ANZ Healthy Homes Package into the emotional heart of our entire home loans proposition. In a competitive home loans market that was in a rate-race to the bottom, we focused on adding value to homes, not taking value away from a home loan. We aimed to show Kiwis the health of the home in a way that made them care about this issue. So we created a sustainable device that sparked healthy conversations, and unashamedly looked great in your home. We discovered the gatekeepers to a healthy home are young mums, as children are the ones most affected by damp, cold homes. Our solution was aimed at educating children and young families. We gave children a voice in our communication, used the family home as the context for our message, and empowered both teachers and children through a pilot learning module in a primary school.

Describe the execution (30% of vote)

We turned the ANZ Healthy Homes Package into the emotional heart of our entire home loans proposition. In a competitive home loans market that was in a rate-race to the bottom, we focused on adding value to homes, not taking value away from a home loan. We aimed to show Kiwis the health of the home in a way that made them care about this issue. So we created a sustainable device that sparked healthy conversations, and unashamedly looked great in your home. We discovered the gatekeepers to a healthy home are young mums, as children are the ones most affected by damp, cold homes. Our solution was aimed at educating children and young families. We gave children a voice in our communication, used the family home as the context for our message, and empowered both teachers and children through a pilot learning module in a primary school.

List the results (30% of vote)

• Mr Humfreez broke benchmarks, driving 5X more search volume than any other ANZ campaign. • We received over 30,000 registrations during the campaign. • Mass production is underway in phase 2 due to global demand. • Mr Humfreez is now being trialled as a teaching tool to become part of the NZ school curriculum. • Over 3X more Kiwis now associate ANZ with Healthy Homes than any other bank. • Government agencies and NGOs have reached out to seek potential partnership opportunities - including Housing NZ, EECA (Energy Efficiency and Conservation Authority), The Asthma & Respiratory Foundation and Habitat for Humanity. • Healthy Homes eDM to existing customers delivered industry-leading results: 52% opened, 9% clicked; 4% forwarded. • 94% positive social media sentiment during the campaign. Incredible for ANZ bank at a time of significant reputational challenges in New Zealand and Australia.

Please tell us how disruption in your market place inspired the work

As the biggest bank and lender in New Zealand, ANZ faced a significant reach and conversion challenge in home loans. Both our margins and our ability for our communication to cut through were under threat. We needed to find new, more innovative ways of reaching people and acquiring them. We elevated our home loans offering to a more emotional and culturally resonant level through attaching our Healthy Homes Initiative to the serious problem of housing quality and family health. This meant we achieved awareness and impact in a more disruptive way by challenging our very culture of ‘toughing it out’ in winter and offering Kiwis an entirely new type of solution. We tapped into an existing social and political issue, and by taking ownership of a topic with cultural momentum, we opened up a white space for ANZ Bank in the home loans category.