Background

We were briefed with four objectives, all designed to help reignite demand for ANZ business lending: OBJECTIVE 1: Drive campaign recognition among small business owners Target: +1% recognition over norm ANZ has identified ad recognition as a crucial communications metric. OBJECTIVE 2: Drive uplift in consideration among small business owners Target: Achieve 2nd position amongst peers (3rd at onset of campaign). Consideration had been in decline for well over 18 months prior to our initial briefing. OBJECTIVE 3: Generate an uplift in business lending leads Target: +10% vs. FY18 prior comparable period At the time of our initial briefing, leads had been relatively flat for around 6 months. OBJECTIVE 4: Exceed ROI vs. comparable previous campaign Target: See confidential section for specific targets