In celebration of the country’s most impressive PR, experiential and social media campaigns, StopPress chats to all the winners at The Pressies 2020. TBWA and ANZ took home gold for ‘ANZ – Best in Show’ in the Best use of Social Media category.
StopPress: Tell us how you used puppies and kittens to grow a bank?
Catherine Harris, CEO, TBWA: With ANZ Best in Show we attracted significant new customers to the bank – not by targeting our traditional demographic, but by targeting a fun and surprising shared interest – our love of our pets.
We identified ANZ’s MyPhoto Card, a debit card with photo personalisation as a way to convert customers on social. And then we discovered it wasn’t just pictures of people’s family or holiday snaps that covered people’s cards. It was their pets.
As the biggest bank in the country, talking about puppies and kittens could be seen as a …