ANZ marketer: ‘We no longer make TV commercials, we shoot films’

Screen Shot 2015-05-05 at 11.23.15 AMANZ 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.”

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.”

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

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