in short
ANZ Savings and Investments responded to market demands by releasing a new savings account that made full use of ANZ internet banking also offered a very high interest rate.
Through a mixture of online advertising and digital marketing activity, ANZ increased awareness and drove activation of their new Online Saver accounts.
OUR APPROACH
The objective of the campaign was to acquire new accounts and ensure that the accounts acquired were from a targeted audience segment that would benefit from the Online Saver and also be profitable to ANZ in the short, medium and long term.
Creatively, we developed a concept that we felt would appeal to the target demographic. The thinking that underpinned the concept was that people with savings and disposable income would have active social lives and would regularly take in films or go to the theatre. They would almost certainly be familiar with the song “Hey Big Spender” and if not, “Hey Big Saver” is a very memorable line.
The development of a cinematic/theatrical concept meant that the art direction could be used to further appeal to the demographic by being plush and opulent, as well as attention-grabbing.
CLIENT FEEDBACK
THE RESULTS
The results were incredible. The campaign was extended three times due to its success. In its first four weeks, it delivered over 1,600 new accounts and generated close to $100 million in deposits. It has since gone on to raise over $2 billion in funds under management.
Running display advertising against a traditional direct marketing campaign has served to highlight the value of the online customer. Deposits from online customers were 500% higher than from direct marketing customers!