Advertiser: ANZ Bank
Brand: ANZ
Agency: TBWA Melbourne
Country: 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 [4], come 2014, praise for Australian banks was diminishing. Year-after-year record breaking profits; highly publicised executive salaries; and a run of questionable fees and services have seen banks viewed as 'in it for themselves'.