ANZ launches 360 brand campaign

This month, ANZ is launching an advertising campaign for its Signature Priority Banking service in Singapore.

The campaign’s start coincides with the official opening of ANZ’s newest branch at International Building on Orchard Road. Running across television, online and print, the campaign will be featured on large billboards in Orchard Road from February onwards.

The concept was to highlight that every person’s distinctive set of personal traits means distinctive needs when it comes to managing their finances.

ANZ Signature Priority Banking provides a personalised banking relationship to help affluent customers meet their personal and family-related financial goals.

The bank said in a statement, “It has often been suggested that a person’s handwriting – in this case, their signature – says a lot about who they are as an individual. This was the initial inspiration for our execution: a close-up of an ink stroke moving across a page. Within the stroke itself, images appear which illustrate a particular individual’s personal qualities.”

While dramatising this concept, the execution also links tightly with the brand name itself, helping to create a very ‘ownable’ ad, and to generate brand awareness and recognition.

Wendy Lim, ANZ managing director for retail banking and wealth management in Asia-Pacific and GM of marketing for Asia, Pacific, Europe and America, commented, “ANZ is growing its presence in retail banking across Asia-Pacific and we have a clear focus on affluent banking through our Signature Priority Banking service. To build brand engagement and speak to the individuality of our customers, we have created a fresh, integrated campaign for adaptation across the region that reflects the contemporary style of ANZ Signature Priority Banking.”

The campaign was created as a regional thematic campaign that was locally adapted to suit priority markets of Singapore, Hong Kong, Taiwan, Indonesia and Vietnam.

Credits:

Client  ANZ
Product ANZ Signature Priority  Banking
Creative agency DDB Worldwide
Media agency Carat
Creative director Thomas Yang (creative  director),
Creative director/copy Andrew Hook
Senior producer Karen Leong
Production house TEG/ Boolab
Audio post Song Zu, Singapore