Agency: DDB Melbourne | Author: Ian Forth |
ANZ – Advertising a generic: the story of the ANZ Falcon
Special Prize – Best Consumer Insight
Finalist – Campaign for Established Service Brands
Agency: DDB MelbourneClient: ANZService: ANZ Credit Cards
EXECUTIVE SUMMARY
Rather than fearing and avoiding the generic, as planners are often taught to do, this case study outlines a solution for ANZ Credit Cards that embraced the oft neglected generic.
We identified a powerful emerging feeling of cultural, procedural and financial insecurity within Australians. It was a feeling we could counter by communicating ANZ Cards' Falcon protection...