ANZ-Perfect World: It Ain't Perfect, But It's Ours

Category: Consumer Services
Agency: DDB
Client: 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, they put my money exactly where I need it when I need it, smooth the ups and downs, and bring owning a home forward to when I actually want it. I can't imagine life without them!” - no customer in living history has uttered these words.

Banks are critical. But people have blinkers on to the value they provide. Rather they think the following: