Storyboard: When you're last, you try harder

ANZ's first brand campaign in seven years focuses on its people, its customers and its history.

The campaign

The ANZ bank, which has the unfortunate distinction of consistently placing last in customer satisfaction surveys, has started a brand campaign which it hopes will improve its image. The M&C Saatchi campaign, which plays on the bank's long history in New Zealand and features staff and customers, is the first New Zealand-distinctive brand campaign since the "Yes Bank" catchline, which the ANZ last used in 1996.

The point of difference

ANZ New Zealand managing director Greg Camm said customer research this year revealed most of the bank's services and pricing were comparable to other banks, but it was behind its competitors in advertising, sponsorship, and the look and feel of branches.

"The substance of our product and delivery was as good or better than our competitors, but we weren't packaging or presenting that as well as we could. It came down to we need a really good brand platform to build up the overall perception of the bank."

Searching for a point of difference to promote itself on, the bank discovered it had longer serving staff than others, and they had strong relationships with their customers.

"We thought a brand campaign that celebrated that was the way to go," Camm said.

He reluctantly chose not to revive the well-recognised "Yes Bank" theme.

"Banks do have to say no some times, especially around credit issues. Customers would rub our staff's noses in it when they did have to say no."

The execution

Television commercials featuring Annie Crummer performing Getting to Know You and print advertising will be backed up with the opening of up to six new branches this year, refurbishment of existing branches, extra staff at branches, staff training to improve customer service, and a move to appoint local bank CEOs who will "build relationships with their communities.

The impact

Planning for the campaign predates last month's purchase by ANZ of the National Bank and Camm said its execution was consistent with ANZ's intention to keep both brands and branch networks in place "for the foreseeable future".

"I think the facts that we're spending all these million on television is good evidence that both brands will be kept going.

"There is also probably a collateral marketing benefit in the sense that National Bank customers will see a New Zealand brand that is looking a little more attractive."