ANZ-Perfect World: It Ain't Perfect, But It's Ours
Category: Consumer ServicesAgency: DDBClient: ANZ National Bank Limited
Summary
2010 through 2011 was a watershed period for ANZ. With the Perfect World campaign DDB successfully found a way to connect with a consumer base who had turned away from the brand.
By focusing less on what ANZ sold, people bought more. By talking about ANZ less, people liked it more.
By focusing on people, the critical main bank customer numbers achieved new growth at rates not seen in five years.
Marketing Challenger & Objectives
“I love banks,...