ANZ launches new ‘The Power of Two’ brand campaign and TV commercial via Whybin\TBWA

Last night saw the launch of the first brand campaign for ANZ since its big announcement last month. This campaign provides the first insight into what the ‘new ANZ’ has to offer and it gives a strong message about ‘The Power of Two’ created by Whybin\TBWA.

The campaign is spearheaded by a new 30″ TVC that continues the Patrick Jane (The Mentalist) campaign. The central message being that the two banks combined are greater than the sum of their parts. As the Patrick Jane character says in the TVC, “What can you expect when two great names in banking come together? An even greater bank, the best of both. More branches, more staff… more.”

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The TVC is part of an integrated campaign supported by billboards, national press advertising, in-branch material and a website created by TBWA’s Digital Arts Network.

Says Mike Cunnington, ANZ head of marketing: “This campaign heralds the start of the new ANZ as we continue our journey to build a better bank for New Zealanders. Since the Patrick Jane campaign launched in August 2011 it has successfully helped to reposition and boost consideration of the ANZ brand. The brand change is now a great opportunity to continue to use the Patrick Jane character to deliver a message specifically around the new ANZ and the power of two brands coming together.”

Says David Walden, Whybin\TBWA CEO: “As an agency we’ve had a rich history of working in the financial services sector, but this is probably the most exciting project we’ve ever been involved with.

“We’ve always had a good understanding of the New Zealand psyche and how they feel about banks and are thrilled to apply that to this campaign. Our role was to ensure that the positives from both brands were presented and that the customers from both brands felt a sense of benefit from it.”

Executive Creative: Andy Blood

Senior Marketing Manager: Erin Dudding