We were briefed with four objectives, all designed to help reignite demand for ANZ business lending:

OBJECTIVE 1: Drive campaign recognition among small business owners

Target: +1% recognition over norm

ANZ has identified ad recognition as a crucial communications metric.

OBJECTIVE 2: Drive uplift in consideration among small business owners

Target: Achieve 2nd position amongst peers (3rd at onset of campaign).

Consideration had been in decline for well over 18 months prior to our initial briefing.

OBJECTIVE 3: Generate an uplift in business lending leads

Target: +10% vs. FY18 prior comparable period

At the time of our initial briefing, leads had been relatively flat for around 6 months.

OBJECTIVE 4: Exceed ROI vs. comparable previous campaign

Target: See confidential section for specific targets