ANZ has partnered with MediaWorks to bring celebrated television series Grand Designs to New Zealand screens, and launched initiatives to support its partnership and commitment to Kiwis realising their home ownership goals.
The multi-platform home loan campaign created by Whybin\TBWA New Zealand kicked off yesterday, ahead of the Grand Designs New Zealand debut on TV3 in the coming weeks.
The campaign brings to life the idea that every home buyer’s journey is unique through the eyes of individuals and families who are, with the bank’s tools and expertise, able to realise their own dreams.
ANZ head of marketing Astrud Burgess says that partnering with one of the world’s most successful home inspiration shows is a perfect match for the bank.
“The sentiment underpinning Grand Designs New Zealand is all about people realising their dreams. It showcases innovation, big dreams, small dreams, eco-dreams – all kinds of home dreams and we think this is worth celebrating.
“As the country’s biggest home lender we understand the complexities and nuances involved with buying or building a home and believe that the right tools, support and education can make that journey smoother and more accessible,” she said.
Alana O’Neill, MediaWorks’ GM of integration, said the ANZ partnership on Grand Designs New Zealand “is an excellent example of how brands and publishers can collaborate to create content platforms that deliver for advertisers and audiences across a variety of genres and formats”.
“ANZ has been a fantastic partner to work with on Grand Designs New Zealand and their 360 approach to the sponsorship activation will set a new standard in terms of how brands can amplify and extend these partnerships.”
The home loans campaign features multiple AV spots for TV and online video, radio, print, outdoor and digital and will support the show throughout its duration.
Whybin\TBWA ceo Todd McLeay says that the campaign taps into the classic Kiwi desire of ‘owning your own patch’ as well as ANZ’s ‘Your World, Your Way’ ethos.
“Home ownership is undeniably a hot topic with the challenges surrounding supply and demand, cost and accessibility. For many people it’s all a bit overwhelming and for even more, the idea of owning their own home feels unachievable,” McLeay said.
“ANZ is an industry-leader in terms of providing the right people, products and services to help Kiwis get ahead with their dreams and we’re proud to work with them to bring this to life.”
Agency: Whybin\TBWA NZ
Creative Lead: Andy Lish
Creative Director: Julian Andrews
Creative: Watchara Tansikreat, Dave Sylvester, Bruce Doscher
Production Company: Curious Film
Director: Robin Walters
Photography: Troy Goodall
Head of Brand, Retail and Business Banking Marketing: Matthew Pickering
Senior Marketing Manager: Sara Johnson, Erin Dudding
Marketing Manager: Juliana Raven, Katie Thompson
Planning: David McIndoe, Steve Clark
Account Director: Maike Blackman
Account Manager: Nicola Stallard
Agency Producer: Esther Watkins
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