Effies
Australia
Owning the First Job Trigger
Agency
TBWA\Melbourne
Client
ANZ
Awards
Gold
Financial Services
Case Study
Summary
Teens and young adults ”don’t give a rat’s arse about banks” and yet for banks, this segment represents a critical entry point. Rather than trying to impress this audience to win their favour, in 2015, ANZ decided instead to be useful to them, at a time when they needed banks the most. Delivering an above baseline sales result nearly 200% higher than the year prior and a decrease in cost per acquisition of 39%, the ANZ Job Ready campaign has seen ANZ jump from 4th to 2nd in ‘main bank’ rankings amongst this critical youth segment.
Case study
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Credits
| Executive Creative Director | Paul Reardon | ||||||||
| Creative Director | Matt Stoddart | ||||||||
| Creative Director | Ashwin Gopal | ||||||||
| Senior Writer | Scott Glennon | ||||||||
| Senior Art Director | Mick Bakos | ||||||||
| Creative | Tim Woolford | ||||||||
| Creative | Scott Canning | ||||||||
| Regional Group Head / Author | Ricci Meldrum | ||||||||
| Agency Producer | Janine Wertheim | ||||||||
| Digital Production | Dave Keating | ||||||||
| Engagement Specialist | Zoe Norman | ||||||||
| Strategy Planner | David Phillips | ||||||||
| Group Business Director | James Bilaver | ||||||||
| Account Director | Heather Pennell | ||||||||
| Account Manager | Jeremy Wilson | ||||||||
| Account Manager / Author | Emily Gray | ||||||||
| Print Producer | Nat Hort | ||||||||
| Senior Manager, Home Loans, Deposits and Payments Marketing | Helen Merrick | ANZ | |||||||
| Senior Marketing Proposition Manager | Lydia Szymanski | ANZ |