gettingUthru - Rapp New Zealand

Background

ANZ is one of Asia Pacific’s oldest, largest banks. They recognised that they weren’t connecting with the potentially lucrative student audience, but didn’t want to resort to $40 bribes to open accounts like their competitors. For 2009, they decided to take a more long-term, sustainable approach, with a campaign that was customer-centric, and scalable enough to evolve year on year.

They wanted to provide students with relevant products, based on their real needs, and communicate in student-friendly language – without trying too hard to be cool.