ANZ helps athletes feel support in Tokyo from home in new campaign via TBWA\New Zealand
A clever piece of tech, a simple tap and the desire to succeed all come together in the latest TBWA\NZ led ANZ campaign that’s helping Kiwis to show their support for our New Zealand Teams athletes at the upcoming Olympic and Paralympic Games.
After announcing the ANZ Support Band earlier this year, ANZ is now encouraging fans to get tapping to show their support via the new campaign that kicks off the bank’s sponsorship of both the NZ Olympic and Paralympic Teams.
Designed to connect fans who can’t travel with participating athletes, the ANZ Support Band allows fans at home to send a “pulse of support” to athletes either by tapping their device or directly through the NZ Team app.
The evolving TV spots feature New Zealand Olympic and Paralympic athletes receiving the all-important pulse of support that helps inspire their performance. It aims to encourage fan support and to let athletes know fans are supporting them, even if they can’t be in Tokyo with them.
The campaign appears to show that support will be high for athletes when the games start. Since registrations opened Sunday night, thousands of people from across the country have registered to receive an ANZ Support Band, exceeding all expectations. More ANZ Support Bands are being made available ahead of the Paralympics but those who miss out can download the NZ Team app and still send their support.
ANZ sponsored Olympic athletes Tom Walsh, Sam Webster and Emma Twigg all feature in the New Zealand Olympic Team creative. ANZ will ensure Kiwis keep tapping their support with a New Zealand Paralympic Team campaign, featuring ANZ sponsored athletes Jesse Reynolds, Holly Robinson and Tupou Neiufi along with additional impressive Para athletes, Anna Grimaldi, Nafi Lefono, Scott Martlew, and William Stedman.
Shane Bradnick, TBWA\NZ chief creative officer, says creating the ANZ Support Bands and the subsequent campaign is a way of capturing the energy felt by fans when watching the Games, and the importance of support to the athletes: “The Olympics and Paralympics are special events for Kiwis and a close bond is often formed between the athletes and the fans cheering them on.
“With few to no fans travelling, we hope the ANZ Support Band will allow Kiwis to share their support in a new and more meaningful way with athletes who will surely miss the power of a high-five or a supporting hug from a fan.
“We’ve worked closely with athletes and fans to ensure the tech works for them and helps create a unique connection.”
The ANZ Support Band uses Bluetooth technology in a world first that brings athletes and fans within touching distance despite closed borders, social distancing and athlete bubbles.
The wearable tech is free to thousands of Kiwis and will allow everyone who gets their hands on one to use it as a fitness tracker after the Games. The hope is these bands will ensure the NZ Olympic and Paralympic teams help create a legacy that encourages healthy lifestyles well beyond the Games.
Astrud Burgess, general manager data and marketing at ANZ, said as sponsors of both the New Zealand Olympic Team and Paralympics New Zealand, it was important that the campaign captured the energy and excitement of the Games and the efforts of athletes who train and compete: “The athletes have all worked incredibly hard in order to get to Tokyo and not having friends, family or fans along to cheer them on is going to be mentally quite tough.
“We wanted to show and express that although we can’t be there, New Zealand is right behind them with the team of five million willing them on.
“Whether through the TVC, instore or online, we want fans to know their support makes all the difference.”
The ANZ Support Band technology has been closely developed with the input from a number of current Olympians and Paralympians, many of whom feature in the TVC, including Olympic sprint cyclist and Rio Silver medalist Sam Webster.
Client: ANZ NZ
Agency: TBWA\NZ
Technology Partner: Satellite
Production Company: Fish
Director: Jason Bock
Executive Producer: Samantha Attenborough
Post Production: Mandy
Offline Editor: Julian Currin
Music: Song Zu
Media Agency: PHD
16 Comments
Probably one of the worst ideas in a long time. Think business desk said it best “have not seen a stupider concept since (then) Telecom’s effort to dish out abstinence rings and get Sean Fitzpatrick to encourage kiwis to “abstain for the game” during the 2011 Rugby World Cup.”
or not….https://www.reddit.com/r/newzealand/comments/o6rdfg/anz_offering_up_vibrating_bands_to_support_our/
Dropped the new brand platform already?
use their phones which do this already, and don’t make a bunch of plastic waste which is probably in the bin already. Oh wait, that’s way too sensible.
The bands can be used as a normal fitness tracker for those who get them.
is quite beautiful!
Why not link this to the brand platform ? Maybe it was made for Olympics last year but still find a why to tie it in.
No way an athlete is going to wear it during competiton so what’s the point ?
The band is designed to get turned into a fitness tracker post the games, so people can continue to use the band and benefit from it. It’s all free of charge. Instructions are included in the pack.
Kiwis can also return the band so we can provide the fitness tracker to those who need it most.
Hope this helps.
Love it.
Great idea and a brilliant way to sponsor the Olympics from a brand point of view. Well done everybody involved.
I love it so much, I’m going to let it slow me down/get in the way during my race which I’ve spent my entire life working towards.
Hasn’t the ‘tap to send a heartbeat’ tech been on iWatches since they came out.
Had an idea once to attach electric pads to Tim Southee’s butt. When he took a wicket, New Zealand could send him a congratulatory pat on the ass from their phone.
You know, make them feel like they were part of the team.
I think my idea is way better.
you need to make one that helps the creatives feel some support, too.
I think your idea is pretty great. Left or right cheek?
Would this not be the most annoying thing on the planet? Like getting constantly tapped on the shoulder? Wtf.