Why I’m in love with ANZ’s Barbara
In this guest post,Tactical TV’s Tony Richardson talks about why ANZ’s latest ads work.
I’m in love with Barbara. She’s middle aged, dresses badly, is unhelpful and is a real pain in the ass.
Barbara is the oh-so-unhelpful anti-spokesperson starring in ANZ’s current brand advertising campaign. She works for ‘A-Bank’ and sums up all the bad service every Australian has ever received from their bank.
ANZ is of course different, in the ads anyway. So whether you remember the ANZ slogan, “We live in your world.” or not, doesn’t matter that much. The main point is that ANZ admit there’s a problem out there and they have done something about it.
This week The Sydney Morning Herald wrote an article about how much the Finance Sector Union HATES the Barbara campaign which was created by M&C Saatchi Melbourne. The union feels she reflects badly on their members.
I agree. She does. But I think that’s a good thing.
Compare nasty Barbara to Westpac’s campaign that has been running for the past year. “We’re factor 50” etc. The Westpac campaign is happy, helpful, reliable and positive: full of cute schoolkids and cheerful Aussies. Just the sort of thing the Finance Sector Union would love.
It’s beautifully shot and has an original creative idea. It would be a great campaign for a well-loved Australian icon brand like Vegemite.
But Westpac is not Vegemite. It’s one of the big four banks and as such is not trusted or liked by many Australians. Simply stating how they want consumers to feel about them, in direct contradiction to how those consumers actually feel, is nuts.
Big companies do it all the time. “Lets spend millions on simple denial of the facts.” It never works.
ANZ want to be loved too, but it doesn’t just scream, “Love me, dammit!”
Its campaign works because it has been honest: honest about how Australians really feel about ALL banks.
And therein lies the key to problem brands: first admit that you have a problem. Be honest. Get heads nodding. Then sell your solution.
That’s why I’m in love with Barbara.
- Tony Richardson is the creative director of Tactical TV.com.au
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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No I can’t agree. Barbara get’s associated with not differentiated from ANZ with this. They’ve got that sourpuss staring out of the displays on their ATMs. That doesn’t make you think that ANZ is different, it makes you have an unpleasant and negative image when you see their brand and ATM.
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The sad thing for ANZ is, that every time I get crap customer service I am reminded of this advert and their brand. I call it the ANZ moment. Unfortunately for ANZ this advert creates negative brand association, not positive.
The reason – the experience we get most often is the one we can contextualise best, and in this case, its a bad experience. We don’t remember positive experiences like, walking into a bank, or retail outlet and thinking, ahhhhh just like the ANZ advert….because when we do truly experience such retail joy, we contextualise the experience with the brand we are interacting with at that moment…I think the ad is crap. It give me negative feelings and I blame them for that…
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My reaction to the campaign has always been one of incredulity. I just don’t believe what they’re selling. Sure, Barbara is exaggerated for comedic effect, but the shots of eager bank employees greeting customers virtually at the door just doesn’t ring true either. I just don’t believe that their service will be so significantly different to the other banks. Cause, let’s face it, St George has marketed itself in exactly the same way in the past – more friendly service and efficient tellers – almost all of them have at some point.
But of course, this raises the dilemma. How does a bank advertise itself when the audience is sooooo negative, distrusting and cynical towards all of their claims?
Maybe it’s time for a bank to actually DO something different instead of merely saying that they are.
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I love a bank to come out with a strapline of, “We’re less cunty than the other three”. They’d get my business.
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@ A. Creative, that made me laugh.. out loud. I can’t wait for that day either.
The closest I’ve come to a positive experience inside a branch is at Bankwest. They have a good feel about them.
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I like Barbara too.
Much better than Commbank’s astonishingly insincere ‘Determined to surprise, and possibly astonish’ customer service promise. Staring at this poster while queueing for 30 minutes always makes me ‘determined to complain, and possibly change banks’ by the time I get served.
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Have to say I am not loving the ads of any of the banks…. Westpac you don’t trust, ANZ promise one thing but deliver another when you deal with them – having had recent issues where they barred my card as I was o/s but didn’t bother to call me to find out once they had, CommBank on the otherhand did. I have since been having issues with my ANZ card.
So while their customer service doesn’t match their brand values it makes it very hard for me to love the ANZ ads.
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“Computer says no!” (cough)
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ANZ experience? Love it. The ANZ harpy: truth in advertising, par excellence!
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Barbara does provide some cut through but as others hve mentioned the ads finish with a lady walking into the bank and being greeted and feeling all warm and happy to be there. This is where are they lost me a suspect a lot of people.
I’m also hoping for A. Creative’s suggestion to get up
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Love the advertising, just wish it matched the experience! ANZ are by far the worst bank I have ever had the misfortune to create an account with (which is about to be closed).
I invite you all to visit the Hunter Street, Newcastle branch of ANZ. You will find that the ad promotes them as being exactly the opposite to what they are. You will wait in line in a dodgy non-aircond enviro for at least 10 minutes, with just one person serving (if they feel like it at the time) while various other staff walk around attending to goodness knows what’s more important than the customer in-front of them.
And don’t worry I’ve done what every disgruntled customer should do and cancelled my account and told at least 20 friends! I may even film the REAL thing and put it on the tube.
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“Ass”? Pain in the “arse”?
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I bank with ANZ, never had an issue. Although I refuse to go in to any branch…..bless whoever came up with internet banking.
I do like these ads although Barb does have a striking resemblance to Pauline Hanson…. I wonder if this was deliberate?
Banks are banks are banks. They will always charge some kind of fee where they can (using another banks atm, robbery!), continue to close branches and continue to make metric shitloads of money every year!
We need them though…pick the best of a bad bunch and don’t stay with them just because you’ve set up with them if they start giving you the shits. Shop around, it’s the only way to keep the market competitive. Don’t be one of those fogies “I was with Telecom so I’m sticking with Telstra regardless of how insane the prices are!!”
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I liked the banks in the UK. No fees for anything. Use whatever atm you like as many times as you like! Their interest rates weren’t half bad either.
Although they do have a massive population with at least 4 credit cards each….that’s how they make their money. :/
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@Anonymous
I can assure you that in the UK you are paying for every interaction with the bank.
In Australia it’s through bank fees, in the UK is through taxpayer funded bailouts!
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Too true & too funny A Creative.
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Check out the ads for the Nationwide in the UK, which has been using this concept for the past 3-4 years… the best ideas are rarely new!
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In an interesting development this is the note I just got from the Financial Redress Facebook page.
You may have seen from the Financial Redress facebook site that I am trying to recruit Barbara from the ANZ ads to the Bank Fees cause. If Barbara came over from the dark side to our side, it could be a mortal blow to the banks, well certainly A Bank !
I have written to her agent, but the signs are not good (due to her contract with ANZ). But I am not giving up !
Any suggestions how we can find Barbara and talk her round would be gratefully received. Please involve any friends you think can help FIND BARBARA.
Kind regards.
James
James Middleweek, Managing Director, Financial Redress
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Forget Saatchi & Saatchi give A Creative the ANZ account:)!
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Like others have said, Barbara gave me a chuckle (she must moonlight at the Commonwealth too) but the ad loses me when the “meeter and greeter” shakes the customers hand. ANZ have around a thousand branches (based on their “50 new branches” announcement boosting their numbers by 5%) which means a salary bill of $35m to shake people’s hands. Now I know where those fees are going. Get real!
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Most people now associate ANZ with Barbara and bad service. So if that’s what they were after, the campaign is a roaring success. This is one of the most “all over the shop” bank brands out there right now. But I’m sure the “research” shows that Barbara recalls well so the client will be happy!
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@Barkeep 12.
You’re right. I should have written ‘arse’ not ‘ass’.
Colorful language just sounds better in American.
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I like my bank, NAB. I’m still a newy with them, but they’ve always been helpful and very nice.
Same with my old bank, St George. (I switched because of mortgage).
Having said that, while NAB ads aren’t memorable and too bland, I know from their actions with homeloan rates, that they ARE matching their actions with their adverts. If only their ads were interesting….
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No advertising will change opinions when the actual experience of the majority is the opposite.
While the big four continue to have the lions share of the market, they will continue to behave like they do.
I am constantly surprised that these banks still have so many customers. Walk people! Walk!
Not all banks are created equal – you can research which banks really do give you a better savings/loan/credit card – ME Bank has been recognised for a long time as being one of the best.
And no – I have no affiliation with them at all, I was just looking up person loans and discovered that. I am actually with a credit union!
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Barbara is much better than that stupid singing flower and that dumb arse lying stuffed toy that says he has to move his car, even though he really rides a motorbike. Who is the dimwit that came up with that crap?????
@ A Creative – now that is truthful advertising!! Ha ha
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@ Claire – I’m with you! WTF do any of those childish things have to do with banking? I walked into a branch once with a friend and the orange and white colour scheme with big childish motifs everywhere freaked me out. It felt like I was in a toy store. Sorry, but I want a professional to deal with my money.
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I like Barbs because she is funny and typical of what we have experienced over many years. I agree with Tony Richardson, it is about acknowledging the issue and working towards resolving it. Changing the customer service experience takes time, and Barbs is just one small step in a very long process.
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Yes, Milo, but surely you understand that they have absolutely no intention of changing their customer service experience?
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Milo – it might take time, but should you be advertising you are one way when clearly you’re not? Have blogged about this particular ad and my experience with ANZ customer service… so frustrated
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The Worst of Perth – that seems a bit cynical, and doesn’t really make sense. Why would an organisation not want to change the customer service experience?
Anna, like I said before, change is gradual and can be complex. The ad is about changing perspectives, reality will come later…. I hope.
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Not cynical f you’ve had a history of dealing with banks. The only improvement I’ve ever seen in customer service experience at any bank in decades was introduction of ATMs and online banking.
Why would an organisation want to run ads pretending it was going to change customer service but was not going to do anything? Is that a trick question?
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I used to do work for them, and the ANZ are – as a marketing organisation – bipolar at best and complete psychopaths at worst. It comes as no surprise to me that they like the M&C work, as it “speaks to them”.
There are one or two personalities – for want of a better word – in their retail banking marketing area (edited by Mumbrella for legal reasons)
I’m not saying ANZ products are any different from any other bank. They’re very similar. Virtually identical. But that’s the point isn’t it? “We’re different. We’re the same. We’re different. We’re the same”. Bipolar nutters.
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Actually recent visits to branches (CBA and NAB) did have smiling doormen—seems to be all the rage. The ‘concierge’ greets you and helpfully points where you need to go.
Mind you in the case of NAB, that place was at the end of a very long and slow line.
Problem is, being a bank, it all smacks of insincerity. “See the nice man, we’re nice, aren’t we? AREN’T WE?”
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“So whether you remember the ANZ slogan, “We live in your world.” or not, doesn’t matter that much” Hmmm, not sure that I agree with Tony on this one. First and foremost, it’s important to remember the brand and if possible, make a connection to the tagline. To be honest, I probably would have failed to recall the brand correctly with these ads, even after seeing them several times. Does the advert change/influence my perceptions of the ANZ and banks in general? No. Does it point to a few obvious problems with the banking sector and their service offers? Yes. One of the real issues within the industry is that most staff lack empathy simply because they probably never have to queue up to do their own banking…….
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ANZ internet banking is shit and slow. That just about wraps up everything about ANZ.
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Have had the worst expereince dealing with ANZ, they managed to stuff up not once, not twice but three times. They ended up cancelling my credit card ‘by accident’ one day before I went overseas…. good on ya Barbara!
Shows lack of training, some of the operators berated me when I got shirky after the 2nd mistake. The poor guy who got me when they cancelled my card….hehe!
ANZ is the worst bank EVER. Do not recommend!
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