Advertiser: ANZAgency: TBWA\MelbourneCountry: Australia
Objectives
In Australia, ANZ forms part of what's known as The Big Four Banks – which together hold more than 80% of the Australian market. The products they offer are largely homogenous and the big banks are perceived to be pretty much the same as each other [1], or indeed, pretty much as 'bad' as each other.
Generally speaking, banks in Australia are not well liked, with "bank bashing" described as virtually a national sport [2].
Australia's banking sector is the most profitable in the world [3]. Where Aussie banks were...