ANZ targets tech-savvy Asia audience through 'The Link'

As part of the sponsorship deal, FOX One Stop Media, FOX International Channels’ (FIC) integrated ad sales solutions arm, will produce three 30-second customer vignettes for ANZ, which will air on National Geographic in Southeast Asia, Hong Kong and Taiwan. The show will also be cross-promoted on other channels including Fox, Star World, FX, Fox Crime, Nat Geo Adventure and Nat Geo Wild. There will also be online promotions on NGC and Star World websites.

ANZ is hoping the five-part series will help grow its business in Asia. According to a spokesperson at Fox One Stop Media, National Geographic has the ability to reach the audience ANZ is seeking across Asia. According to Kantar, every month the channel reaches 38 per cent of high-net-worth individuals who have $1 million US investments. The channel’s demographic also makes up 32 per cent of all senior management and 30 per cent of ‘business decision makers’, the spokesperson said. ANZ has been looking to expand in Asia for some time now to offset softening conditions in Australia and New Zealand. It recently announced plans to open operations in Myanmar.

“We’re excited to sponsor the show,” said Aparna Guruprasad, head of brand, sponsorships, and retail banking marketing, Asia Pacific at ANZ. “Our customers throughout Asia-Pacific benefit from our bank’s strong regional network and expertise, which connect them with the right products, the right opportunities and the right people to help them reach their goals.”

The show, which will air from March 11 to April 8 in Taiwan, Southeast Asia and Hong Kong, is based on specific historical milestones of technological breakthroughs including computers, cameras and mobile phones.

To promote the show, ANZ has rolled out a regional campaign using augmented reality technology, based on The Link, that will be seen on National Geographic’s Facebook pages as well as various pan-regional and local media across Hong Kong, Taiwan, Singapore and Indonesia. Viewers can also scan and AR-enabled ANZ ad with their mobile phones to see a theme around the show. That apart, ANZ digital banners can be seen on various Fox International Channel websites.