Background

ANZ Bank are major sponsors of the New Zealand Olympic Team and New Zealand Paralympic Team. As a nation, we’re highly competitive on the global stage. In an uncertain environment after the 2020 Games were postponed by a year, ANZ Bank wanted to create an innovative design solution to engage fans, that demonstrated New Zealand’s unflinching support of their Olympic and Paralympic athletes. Through this innovation, we wanted to raise awareness of ANZ Bank’s sponsorship of the teams, drive brand consideration for ANZ Bank and encourage participation from sports fans. The project had a budget of 800,000 NZD for research, design, development and production for an initial run of 10,000 devices.

Describe the creative idea (40% of vote)

With closed borders and empty stands, it was near impossible for fans to cheer on their athletes in person during the pandemic Games. Athletes were feeling uncertain and isolated in their bio-secure player bubbles. So, we created a way for fans to give our athletes what they needed more than anything - support. The ANZ Support Band is a world-first wearable innovation that allowed fans in New Zealand to make their support felt by athletes in Tokyo. The ANZ Support Band was a part of the official uniform, worn every New Zealand Olympic and Paralympic athlete. Designed in consultation with the athletes, the band sent a pulse support to team at set intervals, along with a daily support tally of all the fans cheering for them. In NZ 10,000 bands were allocated to fans in under 2 weeks, with over 100,000 joining our team of supporters through the smartphone app.

Describe the execution (40% of vote)

The device was designed to enhance the experience of the Covid impacted Games for New Zealand fans and athletes. Athletes and fans were consulted at key design phases. We customised ‘fan’ Support Bands to send support and receive medal alerts, while ‘athlete’ Bands received support at set intervals and a daily support tally. The product was launched with a global PR blitz around our world-first innovation. TV, online and bespoke social films built a buzz around the device, highlighting the difference feeling support can make to our athletes. Outdoor, digital and social assets all drove fans to register for the Support Band on our website and download the smartphone app. During the Games, a broadcast integration partnership ensured commentators reminded fans to keep sending support. ANZ Bank are major sponsors of the New Zealand Olympic Team and New Zealand Paralympic Team. As a nation, we’re highly competitive on the global

List the results (20% of vote)

Worn by every NZ Olympic and Paralympic athlete, the Support Band gave New Zealand an unfair advantage during the Games. The Support Band’s popularity among fans made ANZ New Zealand’s most recognised sponsor during the Games. All 10,000 units of the Support Band were gone in 8 days of launch, as fans flooded our site. Over 100,000 Kiwis joined our army of active supporters by sending support via our smartphone app. Fans sent their support every 2 seconds of the Games on average. Athletes felt buoyed by this support. Despite competing in a pandemic, New Zealand achieved a record medal tally at the Games. The Support Band has helped ANZ shift consideration among non-customers by 79%. It continues to offer value to all fans as a fitness tracker post the Games.