ANZ marketer: ‘We no longer make TV commercials, we shoot films’
ANZ is to invest more of its marketing dollars in digital and social channels as it suggested the days of driving a transaction and product message will become increasingly rare.
The bank yesterday unveiled its new global campaign with a TV ad featuring the new strapline Your World Your Way. It is fronted by an array of pioneers who will effectively become brand ambassadors.
Group general manager of marketing Louise Eyres said the positioning represents the future of the bank’s marketing, with a greater focus on story telling and a shift towards digital and social work.
“We no longer make TV commercials, we shoot films,” she told Mumbrella.
While the campaign contains a significant chunk of TV advertising, Eyres told Mumbrella it will be supported by a deeper social campaign that will tell the stories of the trailblazers in greater detail.
Eyres said ANZ deliberately selected people who were not well known – with one or two notable exceptions – as it enabled the bank to expand on their stories through other channels.
“It was a conscious decision and particularly as we move to a social and digital-centred marketing strategy as we knew we were going to have the opportunity to tell their stories,” she said. “Each of the individuals has a story that we will be promoting through our social channels. Those stories will bring them to life.”
https://www.youtube.com/watch?v=1OMmvWxGNtc
Eyres said consumers are increasingly looking for brands they can buy into, not simply ones they can buy from. Showcasing people’s “dedication and passion” will help form that connection, she said.
“This is the start, and for ANZ this is a long term commitment and new communication platform that will be rolling out in the months and years ahead,” she said. “Telling the stories of these people and inspiring our customers and staff is a way we can lead through social and digital.
“You see that now with many global brands where the drive is brand purpose and commitment and forming a greater connection rather than simply communicating at a transaction and product level.”
https://www.youtube.com/watch?v=mt1EbYBCgs4
Eyres said the bank now “produces films, not TV commercials” and is investing in “multi geographical, high quality executions” that can be used across a variety of mediums.
“We film content and the duration and edit determine which channel it will sit in,” she said. “TVCs play a pivotal role in reach when you are a mass brand, but it is not the only channel.”
ANZ said 37 per cent of its marketing budget is spent on digital and social platforms, adding “that percentage continues to increase”.
“We are absolutely moving investment to connect with customers where they are – and they are not at home watching TV. It’s a significant move,” Eyres said.
Turning to the the new tagline, Eyres said the previous slogan, ‘We live in your world’, had been around since 2009 and needed refreshing.
“We needed to make it more relevant and put the consumer at the centre of our brand lines, hence the move to Your World Your Way,” she said.
“We were looking at what has changed with our customers over the past five years. There is an abundance of opportunities across the region in terms of starting businesses, expanding into new geographical areas and establishing career paths.
“We identified individuals who have lived their life their way and taken advantage of opportunities in their field to live the life they want. We believe they will act as an inspiration.”
Steve Jones
seriously what a toss.
we make films now. what an insult to film makers.
and what audience do they expect to engage with these “films”?
prediction: they will have a YouTube view count of sub 500 after12mths.
this era of; shoot something moody on full sensor then make a music montage with master interview and claim its engaging content is unreal. UNREAL!
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If Simon Baker appears in one of these ‘films’ I swear to MFG I will pull every cent and loan I have from ANZ
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this is like when Doctor EVIL introduced ” The LASER”
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I wanted to believe – I did, honestly! But these are fucking dire…
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Sorry but this series is absolutely gorgeous, beautiful shot with compelling stories. advertising needs to get away from product placement and into original content. nicely done anz.
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Some nice stuff – really like the Sir Ray Avery film. Inspirational.
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What a pretentious and superficial complete waste of money. A perfect demonstration of what happens when delusional marketers are exposed to trends and buzzwords.
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Very clearly these folks have never met, spoken to, or run over in their X5 a filmaker, or anyone who has shared a lift or sat next to a filmaker on an aeroplane. Delusional. Looking forward to seeing their next ‘production’ up on iTunes
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What a complete crock. Badly shot interviews with a few arty shots and a bit of music does not a film make….Content? Just. Engaging? Doubtful. Film? Not even close.
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@WTF
What exactly does this inspire you to do, and how exactly does it relate to your banking needs?
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@John Jones
Film making has changed… a long time ago. Even accomplished ‘film makers’ think so….. https://youtu.be/9wYDphef_Zo?t=4m10s
“Our job as creators is to further define any medium….to create the new clichés. Not adhere to those defined by generations past.”
Hats off to ANZ – I’ll be one of those ‘500’ views on YouTube… And I may even tell people about what you are doing.
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Nice to see a step in another direction away from all the banky stuff.
I think content videos are supposed to accompany the advertising, so it’s not the single, primary vehicle to the campaign.
Like the Eco Designer video although Martina’s is pretty good too.
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I am amazed at haters. They will never be anything like the people featured in any of this footage because these people have made a difference in the world through positive contributions and wouldn’t hide behind the net. Well done ANZ at least you are lifting the bar and not just plain old banking ads. I must admit any more Simon Baker and there would have been tears.
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Sir Avery one was quite inspirational. Even if it’s sponsored by the bank – this is a man who’s passionate and believes in his cause – saving children’s lives. You cannot argue that this is a bad thing
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C’mon ANZ. A filmmaker shooting boards and being edited by you is a commercial.
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It’s sad when marketers become delusional – an ad is an ad is an ad… not a film.
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I got the solution …Lets do an ANZ television ad (sorry, I mean a film) about the 20% interest rate on ANZ Credit Cards and in the ad (i mean film) and let Simon Baker solve the crime of ripping off ANZ customers 1000% above the Reserve Bank cash rate. Wow now that’s what I call a Film (I mean ad). Whatever !
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Wow having an 80s/90s flashback. Someone call Kevin, he wants his love mark back
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If this client is embarrassed about making advertising, feeling the need to call it ‘films’ perhaps they should be in another department in the bank?
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For my 2c – I didn’t like the ‘films’ chosen here but loved the way they came across on the TV over the weekend. Better than the average over-researched twaddle rolled out and will build lovely brand equity over time.
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