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gettingUthru - Rapp New Zealand

ANZ Bank

Issue 12 | September 2009

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.

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