ANZ joins the fray on the battle of Can’t
ANZ has become the second bank to piggyback onto a teaser campaign believed to be a rebranding for Commonwealth Bank.
The “Can’t” teaser campaign kicked off the weekend, with online ads, a Twitter profile, outdoor and ambient stunts building up to a reveal this weekend.
Despite some initial speculation that Westpac was behind the campaign, CommBank has since emerged as the favourite partly because timings work, with a new ad agency in M&C Saatchi and a relatively new chief marketing officer in Andy Lark.
Heritage Bank was the first brand to try to join the conversation, buying Google search terms around the word “Can’t”.
Today ANZ Bank joined in, with the brand’s Twitter profile joining in on the #CANT hashtag being promoted by the WhatIsCan’t account.
This afternoon ANZ tweeted messages about its services using the #CANT hashtag.
It is not the first time that major banks have gone head-to-head on Twitter. When NAB launched its “Breakup” campaign with the other banks in February 2011, it began with a single tweet, that appeared to be a mistake, intended for a staffer’s personal account.
Westpac was hoaxed into joining in, based on having had a similar mistweet from the brand itself.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
One has to very careful about one’s pronunciation of “can’t” as the mother superior found in this famous Sound of Music clip. https://www.youtube.com/watch?v=EePtIkuy5lg
User ID not verified.
“Maria, what is it you can’t face?” says Mother Superior ….
User ID not verified.
Brilliant. I just hope this “can’t” doesn’t get cheeky.
User ID not verified.
Great work to ANZ and the other 2 should follow soon.
As CBA – CAN’T be asked, so try someone who lives in your world or maybe the guys who more give and less take, so we all can experience Happy Banking and rely on a bank that you can bank on.
Hahahaha… This CAN’T campaign is such a waste of a teaser, but great cause we can take the PI$S out of it.
User ID not verified.
OMG. End it already. The suspense is boring me.
User ID not verified.