Advertiser: ANZ BankBrand: ANZAgency: TBWA MelbourneCountry: Australia
Objectives
A reputation crisis
In Australia, ANZ forms part of 'the big four banks' which together hold over 80% of the financial market. The products they offer are relatively homogenous with all banks perceived as largely the same [1].
Generally speaking, banks in Australia are not well liked, with "bank bashing" described as virtually a national sport [2]. Sadly, it's not without some basis. Indeed, Australian banks are currently facing a government inquiry into their misconduct [3].
Lauded in 2008 for withstanding the Global Financial Crisis...