A is for ANZ
ANZ
Issue 1 | July 2008
Agency
Rapp Collins Melbourne
Creative Team
Peter Tuck - Art Director;Lucinda Patsiner - Copywriter ;Paula Keamy - Creative Director ;Fiona Davison - Creative Director
Production Team
Tristan Alexander - Production Director; In-house - Data; Vega Press - Printer; LCS - Mailing house
Other Credits
Carolyn Mead - Client Executive;Kate Orange - Agency Account Service
Date
February 2006
Background
The aims of the campaign were: To establish a positive awareness of ANZ Financial Planning and of ANZ as a bank that helps customers achieve their goals; to generate worthwhile prospects for ANZ Financial Planning, but accepting that this process can take some time create a communication that would be retained in the home; and to encourage the audience to think about financial planning and realise a planner could help achieve their growing family’s financial goals – particularly in respect of saving for education.
Idea
The under 40 age group is notoriously difficult to engage on the subject of financial planning. The insight that drove this campaign was that a key concern for many in this group is the future education of their children. To provide the funding for that education they will need an effective investment strategy and an ANZ Financial Planner could help them create that strategy. A younger target audience not only represents an untapped segment of the market in terms of financial planning, it offers an opportunity to develop a long-term relationship with greater profit potential.
Rapp Collins Melbourne’s strategy was to segment the market and use individual products to drive new business into the ANZ Financial Planners and initiate a long-term relationship. Their tactics were designed to stand out in a crowded marketplace, to put ANZ Financial Planners front of mind and keep them there. They highlighted the use of equity in property to invest in children’s education. It allowed them to use parents’ aspirations for their children as a motivator. They used direct mail to talk to parents directly, while they were at home with their children. They timed the mailing to coincide with back to school month, a time when parents have a constant reminder of the cost of education.
Results
Post campaign (+4 weeks) telephone follow up research revealed a 93% recall of the mailing – way ahead of expectations and achieving the objectives of awareness.
Target Audience
ANZ customers aged 28 to 45. Married with young children. Affluent homeowners with equity in their homes. They aspire to send their children to private schools. They are unlikely to have sought financial planning advice before.
This was a test mailing to 2,000 customers.