ANZ resurrects the ANZ falcon in new campaign relaunch

ANZ has brought back the ANZ Falcon by way of a brand campaign relaunch that emphasises “personalised customer protection”.

The announcement:

Today ANZ relaunched its iconic Falcon® brand campaign, bringing back its star – the ANZ Falcon® – with a renewed emphasis on personalised customer protection.

At the heart of the campaign, the ANZ Falcon® has been reimagined as personalised falcons assigned to each ANZ Customer to detect and prevent fraud, helping to keep them safe from cybercriminals.

ANZ Falcon® technology analyses customers’ banking behaviour to recognise, flag and identify suspicious transactions.

The technology monitors millions of transactions every day, learning from thousands of data points to build a unique picture of ANZ customers’ habits, to help spot the difference between legitimate and fraudulent transactions.

“As cyber-crime continues to impact Australians, the decision to focus the brand campaign on ANZ’s security capabilities underscores our commitment to keeping customers safe from fraudsters and sophisticated criminal networks,” said Sian Chadwick, general manager, marketing at ANZ.

“This revitalised ANZ Falcon campaign showcases the work we do to help protect customers in a new era of fraud and scams,” she said.

“The original Falcon campaign, first launched in 2006 aimed to grow awareness of ANZ’s security capabilities – and our campaign doubles down on that in a very unique and quintessentially ANZ way,” said Ryan Fitzgerald, executive creative director of creative house Special Group.

“Our mission has been to bring home the idea that when it comes to financial security and fraud protection, everyone needs a personal Falcon watching over them,” he said.

How ANZ Falcon® works:

• Sophisticated fraud protection technology: ANZ Falcon® watches and learns 24/7 to help spot the difference between you and fraud. Acting fast like a falcon, it helps to keep you and your money safe.
• Wherever, whenever you pay: Whether you’re shopping in person, online or on your globetrotting holiday, ANZ Falcon® can provide personal protection for ANZ transactions anywhere in the world.
• 24/7 security support: ANZ Falcon® continually evolves to understand new fraud patterns to improve the accuracy of identifying fraud.

Further, ANZ continues to review and enhance the way customers can report scams and seek assistance.

Last year, ANZ prevented more than $106 million in losses to cyber criminals – a 38 percent increase on the previous year. The last quarter of FY23 also saw a 43 percent reduction in customer losses.
The new ANZ Falcon® campaign runs from April 14 across AV, Radio, Out Of Home (OOH) advertising, Print, Social and ANZ owned channels.


Client: ANZ

General manager of brand strategy & marketing: Sian Chadwick
Head of marketing, brand & advertising: Patrick Barbaro
Head of marketing, ANZ Plus & deposits: Luana Hughes
Head of marketing, credit cards & personal loans: Alex Djambov
Go-to-market lead – ANZ Plus, Deposits, Brand and Sponsorship: Hayley Smith
Brand strategy lead: Tuulia Lampi
Production lead: Sally Humphris
Campaign manager (brand): Sarah Murphy
Campaign manager (credit cards): Isaac McCallum
Campaign manager (ANZ Plus): Lisa D’Souza
Campaign manager (communications): Amy De Petro
Campaign manager (PR): Maggie Joyce
Brand strategy manager: Daniel Bese
Social media associate: Stacy Oularis
Digital campaign initiative lead: Krista Pech
Marketing journey expert – Marcia Gomes

Creative Agency: Special Australia

Partner/CEO: Lindsey Evans
Partners/CCO: Julian Schreiber & Tom Martin
Partner/CSO: Bec Stambanis
Head of strategy, Melbourne: Nathan Rogers
Strategic planner: Laura Wiseman
Executive creative director: Ryan Fitzgerald
Creative directors: Justin Butler & Leti Bozzolini
Creative technologist: Laurent Marcus
Creatives: Gabe Woodmansey & Jono Aidney
Team lead & director of operations: Felicity Touzeau
Team lead & director of business management: Ollie May
Business director: Meg De Laurier
Business manager: Ella Papilion & Lea Degove
Head of production, Melbourne/producer: Sophie Simmons
Senior producer: Glen Mcleod
Head of stills production: Nick Lilley
Director, digital: James Simmons
Digital producer: Gigi Song
Design director: Dan Jones
Designer: Jen Bailey

Production partners:
Production Company: Revolver
Director: Steve Rogers
Managing director/co-owner: Michael Ritchie
Executive producer/producer: Pip Smart
DOP: Simon Duggan
Production designer: Steven Jones-Evans

Casting: Peta Einberg Casting

Editing: ARC Edit
Editor: Elise Butt
Executive producer: Winnie O’Neil
Editor’s assistant: Carly Anne Kenneally

Visual Effects: Alt VFX
VFX supervisor: Jay Hawkins
VFX producer: Celeste Fairlie
Grade: Trish Cahill

Music & Sound: Rumble Studios
Executive producer: Michael Gie
Composer: Jeremy Richmond
Sound designer: Tone Aston
Sound producer: Irene Kakopieros

Stills Production: Louis & Co
Photographer: Mat Baker
Executive producer: Louis Molines
Producer: Luke Della Santa
Retouching: Electric Art

Media Agency: PHD Australia

Managing director – Simon Lawson
Head of strategy -David Bielenberg
Group business director – Jordan Smith
Group planning director: Rawanne Auda
Planning manager -Kate Phillips
Investment director: Kaitlin Despott
Investment Manager – Emir Omanovic
Digital director – Callum Henderson
Digital manager – Sam Cook
Digital executive – Millie Coad
Account coordinator – Christopher Simic
Activation account director – Rahil Shah
Head of resolution Melbourne – James Hanley
Experience manager – Christen Fernandes

PR Agency: ThrivePR

Executive director – Snezna Kerekovic
Group account director – Nathan McGregor
Account manager – Madeleine Rawson
Account executive – Max Meaden
Social media + influencer account director – Bianca Wilmott
Digital content producer – Bethany Fuller
Senior media adviser – Brad Howarth

Source: ANZ


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