ANZ and TBWA tell a bee to bee story
May 15, 2019
As the largest business bank in the country, ANZ New Zealand has launched a meaningful campaign that recognises the important role of business customers. Moving away from the tried and tested customer testimonial, ANZ business showcases businesses across a supply chain – from SMEs through to larger commercial companies – in the growing honey sector, demonstrating how businesses connect and contribute to each other’s success.
The campaign highlights ANZ Business customers from the across the country, filmed on location in Christchurch, Oxford, Ashburton, Auckland and Gisborne. Each and every one of them has a honey-related business story to tell - from bee keeping to selling at farmers markets to large-scale manufacturing.
Shane Bradnick, TBWA Chief Creative Officer says, “Business banking ads normally aren’t the most exciting. There was an opportunity to disrupt the category and create work with warmth and feeling, centered around real, personal relationships. The main ad shows how it feels when business around New Zealand flows, and the product proof points are how ANZ help it all happen. We added a bit of charm by having a friendly bee navigate us through the story.”
ANZ is New Zealand’s leading bank, with the largest share of business customers. This campaign shows how, by trying to make banking easier for businesses, ANZ is trying to help the backbone of New Zealand’s economy to thrive.
Bridget Snelling, ANZ’s Head of Business Marketing comments, “Having our customers demonstrate how ANZ makes business banking easier is a true testament to the products and services we provide to help their businesses; from Biz Hub to FastPay to our large footprint on the ground with our ANZ Business Specialists. Our new campaign communicates what we do for them through their stories and what it feels like to be an ANZ Business customer.”
The hero film is accompanied by a suite of 15” spots that highlight the services, products and expertise ANZ Business has to help Kiwi businesses thrive. See the hero execution here: https://vimeo.com/336195104/a81dbe4e89
The campaign will be supported by tailored executions in digital and social media, and radio.