ANZ brings the falcon to life with AI-powered Australian Open activation
ANZ has launched an AI-powered experience featuring the iconic ANZ Falcon, educating Aussies about the bank’s personalised fraud protection – while generating an image of a personalised falcon.
It was designed as an extension of its ‘Security’ campaign which launched last April, which showed ‘lookalike’ falcons that help spot the difference between ANZ customers and fraud.
Featuring at the Australian Open, where ANZ is a sponsor, the new Falcon Lens – which was created by Special and developed by T&DA – hopes to educate consumers while giving them a fun experience of receiving a unique, personal falcon. The Falcon Lens works by integrating AI visual recognition and image generation capabilities.
“By analysing user-submitted photos with GPT-4o and crafting fine-tuned prompts, we generate personalised, hyper-realistic falcons using DALL·E 3. ANZ Falcon Lens showcases the evolution of cutting-edge generative AI combined with intuitive design,” T&DA’s executive producer, Tyrone Estephan, explained.
ANZ aimed to leverage the widespread exposure from the AO, having also partnered with broadcaster Channel Nine to enhance on-air and online visibility of the ‘Security’ campaign.
“We’re excited to bring ANZ Falcon to life in such an innovative and interactive way,” said Sian Chadwick, general manager of marketing, Australia, at ANZ.
“Launching ANZ Falcon Lens during Australia’s largest sporting event offered the perfect opportunity to expose this campaign to a broad audience. By combining technology with creativity, Australians can create their own unique falcon in real-time, while reinforcing ANZ’s leading security credentials in a relevant and tangible way.”
Ryan Fitzgerald, executive creative director at Special, added: “ANZ Falcon Lens brings the consumer into the campaign, dramatising the power of the Falcon and putting a smile on the user’s face in the process. AI was the perfect tool to put the Falcon in your hands, or on your shoulder.”
The ANZ Falcon Lens is supported with a real-time OOH innovation, developed by oOh!media and POLY. Digital panels have be integrated with the experience around the AO, and by scanning a QR code on select panels, users can create their personalised falcons and choose to share it on the OOH screen.
The experience is also supported with placements on Meta, TikTok, and UberLive.
Credits:
Client: ANZ
Creative Agency: Special
Technology & Development Agency: T&DA
Content Marketing Agency: Keep Left
Media Agency: PHD Australia
OOH Partners – oOh! & POLY
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
activation
ANZ
ANZ Falcon
ANZ Falcon Lens
Australian Open
Campaign
Ryan Fitzgerald
Sian Chadwick
special
TDA
Tyrone Estephan
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