Anz Bank: Pocket Money — Equal Future

Credits & Description:

Agency: Tbwa Melbourne
Brand: Anz
Country: Australia
Advertising Agency: Tbwa Melbourne
Entrant Company: Tbwa Melbourne
Media Agency: Tbwa Melbourne
Pr Agency: Haystac, Melbourne
Production Company: Tbwa Melbourne
Senior Creative: Mark Jones (Tbwa Melbourne)
Regional Group Head: Ricci Meldrum (Tbwa Melbourne)
Director: Celeste Geer (Freelance)
Senior Account Director: Stephanie Luxmoore (Tbwa Melbourne)
Digital Planner: Harry Steinhart (Tbwa Melbourne)
Dop: Katie Milwright (Freelance)
Planning Director: Kees Kalk (Tbwa Melbourne)
Executive Creative Director: Paul Reardon (Tbwa Melbourne)
Sound: Phil Kenihan (Front Of House)
Agency & Film Producer: Janine Wertheim (Tbwa Melbourne)
Senior Creative: Rob Hibbert (Tbwa Melbourne)
Editor: Tabata Piccinelli (Tbwa Melbourne)
Creative Director: Tara Ford (Tbwa Melbourne)
Senior Creative: Chrissy Chrzan (Tbwa Melbourne)
Account Executive: Todd Mclerie (Tbwa Melbourne)
Synopsis:
In 2015, ANZ Bank took a strong stance on equality. They launched their #equalfuture initiative with the aim to support women and put real changes in place to help women build financial strength and realise a more equal future.A key component of the campaign was the ANZ Women’s Report which collated the statistical facts of financial gender inequality in Australia. With a gender pay gap of 18.8% in Australia, the report identified that over a 40-year career, the pay gap between genders equates to in excess of $700,000.ANZ wanted to get the gender pay gap issue in the spotlight for International Women’s Day. They wanted to spread their message of financial equality and get the issue back being talked about. They also wanted to get people using their #equalfuture to coincide with International Women’s Day.
Execution:
Filmed at the end of February, the ‘Pocket Money’ films launched on Tuesday March 8 on International Women's Day. The films (varying lengths across 90 and 45 seconds) ran online for 4 weeks, then received further funding for an additional 4 weeks, taking us through to the end of April. Given the success, the 90” film also had a short run in cinema in April. Pushed out via ANZ’s own social channels as sponsored posts, shorter length ‘pocket money’ films were used as additional social posts with ANZ statistics about the gender pay gap.Online films were implemented as pre-rolls across YouTube (first watch on International Women's Day) & Catch-up TV. This included a mix of TrueView, nonskip, premium network and Catch-up TV (7, 9, 10)The success of the campaign was largely as a result of targeted mainstream media and social influencers sharing the video with their audiences.
Outcome:
Despite significant competing women’s equality messages, the equal future hashtag trended on International Women’s Day.In just six weeks…Over 12million views across YouTube, Facebook and Twitter, (67% organic)ANZ Bank’s most organically viewed online film ever. The total reach over 1.5 billion.Reach across 93 countries. PR value over $38m an incredible result for a very small campaign investment.Tracking research has identified a significant positive impact on corporate reputation, brand image and purchase intent.Recognition of ANZ’s International Women’s Day campaign almost tripled the result achieved for the original 2015 campaign – successfully achieving the objective of driving broader more mainstream reach.
Strategy:
Our objective was to drive mainstream and popularist appeal, primarily amongst women but also men.Using real life brothers and sisters and their spontaneous responses made the issue of financial inequality not just about the ‘woman in the office’ but about something people could relate to in their own lives, increasing the likelihood of sharing.To be shared, it first needed to be discovered. Securing coverage within popularist media was key - with mothering sites, general interest and news ‘lite’ style sites being the focus.Pitching the film as a social experiment for International Women’s Day, key mainstream media and social influencers were asked to to share the videos with their audience.Every piece of communication featured the #equalfuture hashtag and a link to the website about the meaningful changes ANZ are making for female employees and consumers.
Campaign Description:
To gain a fresh and sharable perspective on the gender pay gap we created a social experiment captured by a documentary film maker.Brothers and sisters were asked to do chores around the house. We then paid them for the work, but we paid the boys more money than the girls, just like in the real world.The films show their spontaneous and 100% unscripted responses to the inequity.Then we told them that this happens in real work places, and captured their responses once again.Their sheer indignation at the inexplicable injustice and ever so cute proposals to remedy the situation provided us with our material.We put the films on social media across YouTube, Facebook and Twitter and released it to targeted media and news outlets encouraging them to run it on International Women’s Day.