ANZ Bank wanted to pitch Term Deposits to a younger male market.

A profile of this group revealed they lived ‘paycheque to paycheque’. Because they are so notoriously hard to reach, we infiltrated popular sneaker culture to suggest that if they were sick of living on a shoestring, they should open an ANZ Term Deposit. Printed shoelaces were mailed out and strategically placed in niche sneaker retailers.

The client had an optimistic target of 1.5%. We managed 2.17%, an extremely good response considering Term Deposits are traditionally a product selected by a much older demographic.