Campaign: ANZ's continued push for an Equal Future

Client: ANZ

Agency: TBWA Melbourne


 

Awards

Winner:
Broadcast: TV, Cinema, Radio
PR Campaign


Highly Commended: 
Integrated Campaign
 

Judges' Comments

"They embraced the issue, the quality of the material was second to none."

"It was unnervingly authentic and engaged the audience."

"It made a measurable difference and started a senate debate."
 

Goals

  • To improve Net Promoter Scores (NPS) amongst females and close the significant gap to third placed Westpac
  • To position ANZ as a brand that understands women's needs
  • To drive PR and agitate for meaningful change
  • To drive the #equalfuture conversation
  • To increase female customer numbers
  • "To help women achieve financial success"
     

Creative Solution

  • Provoke the uncomfortable truth of gender inequality by highlighting the disparity between a girl's potential and a woman's reality
  • Call out the need and rally support for systemic change
  • Demonstrate how ANZ could be part of the solution
     

Effectiveness

  • Not only did ANZ close the gap in NPS amongst females, it overtook Westpac for third
  • 300% increase in ANZ's perception as 'understands the unique needs of women', well ahead of its 50% target
  • Reached a global audience of over 1.5 billion and sparked a senate inquiry into women's superannuation
  • Over 27,000 uses of #equalfuture
  • Over 16 million online video views, thousands of likes, shares and comments
  • In just 12 months, ANZ has seen a +9.83% growth in total female customer numbers versus growth for the category of just +1.38%
  • Quantifiably improved the financial fortunes of its own female employees
     

Credits

External organisations

Big Shells Film  |  Production
Celeste Geer  |  Director

Collaborators

PHD Melbourne
Elisa Silbert  |  ANZ Head of Global Brand Marketing
Laura Halbert  |  ANZ Head of Wealth Marketing
Veronica Callaghan  |  ANZ Senior Brand Marketing Manager
Maureen Lum Mow  |  ANZ Advertising & Promotions Manager Wealth
Joseph Watkins  |  ANZ Marketing Manager, Marketing Development Wealth
Paul Reardon  |  Executive Creative Director
Tara Ford  |  Creative Director
Ricci Meldrum  |  Regional Group Head
Natalia Shore  |  Senior Account Director
Stephanie Luxmoore  |  Senior Account Director
Rob Hibbert  |  Creative
Mark Jones  |  Creative
Chrissy Chrzan  |  Creative
Hristos Varouhas  |  Chief Strategy Officer
Kees Kalk  |  Strategy Planner
Harry Steinhart  |  Digital Planner
Karolina Nanowski  |  Account Manager
Todd McLerie  |  Account Executive
Margot Ger  |  Head of TV
Janine Wetheim  |  Senior Producer

External Contributors

Jane Campion  |  Big Shell Films
Peter Knowles  |  Big Shell Films
Celeste Geer
The Connolly Partnership

Collaborating

PHD
 

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