ANZ extends TV ad to radio via audio agency Eardrum
Audio specialist Eardrum has created new audio ads to promote ANZ’s business banking, using Andy, the popular character from the brand’s TV campaigns.
The announcement:
Audio specialist agency Eardrum has created a suite of audio ads promoting ANZ’s business banking, using the popular ‘Andy’ character (played by Australian actor, Les Hill) from the bank’s TV campaigns.
Taking cues from Andy’s established role and workplace setting, the ads are specifically tailored for each of the podcast, radio and streaming environments.
Recent audience data showed Andy to be a key asset for ANZ, driving high brand association and likeability. And with audio over-indexing as a channel with the small business audience, it was a natural progression.
Lucy Gribble, ANZ head of marketing – commercial & private bank, says, “Andy’s such a recognisable and loved character for us, and the Eardrum team really knew how to play to all of audio’s strengths to extend his story”.
First appearing in April 2019 and devised by TBWA, Andy has been the face of ANZ Small Business Banking across eight TV and OOH campaigns.
“The character’s conversational tone is well suited to the one-to-one nature of audio and the ads have an instant ‘visual transfer’ into their TV creative”, said Ralph van Dijk, Eardrum’s founding creative director. “Audio is such a trusted medium, it’s the perfect environment to reinforce ANZ’s business banking credentials.”
According to the IAB’s State of The Nation Report, the number one challenge amongst brands is creating compelling audio creative across all formats.
“It’s definitely a factor stopping audio being a larger proportion of ad volume.” added van Dijk. “But ANZ has demonstrated what’s possible when you treat your audio creative seriously”.
Credits
Client: ANZ ANZ Head of Marketing – Commercial & Private Bank: Lucy Gribble
Campaign Leads:
Marketing Campaign Manager: Shane Grigoriadis
Marketing Campaign Manager: Delaney Morvell
Agency: Eardrum
Executive Creative Director: Ralph van Dijk
Creative Director: Joe Hawkins
Copywriter: Charlie Garber
Producer: Lesley Chambers
Audio Post: Sonar
Sound Design: Tim Bridge
Source: Eardrum
