Integrated

Your Game. Your Way. was a branded content campaign spanning seven Asia-Pacific countries. Online films were at the heart of the campaign, while a strong, consistent creative thread ran across all major media executions driving reach. Creative ran across TV, radio, outdoor, PR, social media and retail.

Brief: Develop a tennis sponsorship campaign, to shift brand perception and increase non-customer purchase intent across seven countries, multiple languages, cultures and fans.

Insight: What united the bank with the broad target audience was a proactive, ‘entrepreneurial mindset’. People who create opportunities, playing the game (life) their way and succeeding.

Despite signing #1 player, Novak Djokovic, we daringly turned the camera the other way, onto everyday people.

Three 2-minute films launched on ANZ’s social and digital channels. A six week Asia-Pacific media program supported the campaign across seven countries, including TV, digital, outdoor, transit, retail, PR & radio.

Novak's celebrity drove instant recognition and social media reach, fronting major above-the-line creative and spawning a regional social media charity campaign #rallyforgood.

Results: ANZ hit 85% positive brand sentiment (unheard of for a bank), and Personal Loan purchase intent for non-customers aware of the campaign jumped 251%.

Delivering against our primary objectives;

1. Post campaign tracking reported non-customers who were aware of ANZ's Tennis Sponsorship have 250% higher purchase intent for ANZ Personal Loans than those unaware. (Source: IPSOS)

2. The campaign shifted brand perceptions - with 85% of online conversations carrying a positive sentiment (unheard for the bank who had typically been an online 'punching bag')

Content:

• Digital reach and impressions: up 300% year-on-year (10 times ANZ norm)

• Social media reach: up 800% year-on-year

• Video completions: up 10% year-on-year

Social:

• #yourgameyourway trended during the men’s final, and generated 10% organic reach (5 times industry standard)

• >5% engagement across Facebook and Twitter (10 times ANZ benchmark)

Media:

• 58 pieces of content integration through the official Australian broadcaster (3 times ANZ’s 2014 results)

Sponsorship:

• ANZ led unprompted sponsor recall scores, a 25% increase year-on-year (5% above the Naming Rights Partner)

‘Your Game. Your Way.’ was a short-format documentary series launched online and promoted through ANZ’s owned social and digital channels.

A six-week long Asia Pacific media program spanning seven countries, supported the films and drove awareness, intrigue, and a call to action for the audience to view full stories online. The campaign was seeded through ANZ’s social community just days before media rolled-out in regional succession, timed with the opening of the Australian Open tennis event.

Paid media included TV, digital, social, outdoor, transit, retail, and radio executions.

Earned media was generated in order to spike and sustain campaign support across the six weeks. Branded content was integrated through ‘teaser’ TVC and radio, PR events involving Novak Djokovic put ANZ on the global news agenda, and a charitable social media campaign #rallyforgood extended the campaign’s appeal and active online engagements - driving an additional 39 million impressions.

The strategy was based on our consumer, sport and brand insights. Detailed tennis-fan and target market research told us that what united the bank and its customers - no matter their nationality, culture or background - was a proactive, ‘entrepreneurial mindset’. They strive to create their own opportunities. They play the game (life) their way.

‘Your Game. Your Way.’ was a short-format documentary series that used real stories to demonstrate the idea; those who create opportunity, succeed.

Novak Djokovic embodied all of this, but our strategy was to use his celebrity to hero the stories of others. Our film-subjects demonstrated through tennis that no matter our unique journeys, the drive to create our own success is what unites and inspires us.