Background

Australia and New Zealand Banking Group Limited (ANZ) is one of Australia's leading banking and financial services groups. With total assets of AUD $172 billion, ANZ is one of the world's 100 largest banks.

Business Challenge

Launch a cost-effective travel-related acquisition campaign for the ANZ First credit card. The online promotion offered the winner a dream holiday for two to Tahiti, and entry was automatic upon application for an ANZ First credit card.

The Strategy/Solution

Bullseye worked with Emitch who developed the media plan for the campaign. The strategy was simple: create an emotive offer of a great holiday to a warm destination during the winter months, and make entry easy. A travel promotion was selected as it highlighted the features, benefits and positioning of the ANZ First credit card.

The message was kept short and simple – “ANZ First, Tahiti second” - highlighting the simple, straightforward credit card application process and allowing the prize offer to sell itself. Aspirational, exotic holiday imagery was used extensively throughout the creative to entice an emotional response.

Activity was bought across NineMSN, The f2 Network, Yahoo, Real Networks and Blueskyfrog. The main areas of concentration were Holiday, Travel, Finance, Technology and eCommerce.

Results

The results were outstanding. There was a 280% increase in the number of online applications 2 weeks after the launch of the campaign.