ANZ: Owning the First Job Trigger
Executive Summary
Teens and young adults "don't give a rat's arse about banks" and yet for banks, this segment represents a critical entry point. Rather than trying to impress this audience to win their favour, in 2015, ANZ decided instead to be useful to them, at a time when they needed banks the most. Delivering an above baseline sales result nearly 200% higher than the year prior and a decrease in cost per acquisition of 39%, the ANZ Job Ready campaign has seen ANZ jump from 4th to 2ndin 'main...