ANZ Bank 'gettingUthru' by Rapp New Zealand
ANZ Bank wanted to connect with students without offering a cash incentive for opening an account. The bank's ‘gettingUthru' campaign, created by Rapp New Zealand, used social media and on-site promotions to capture the attention of students and promoted further engagement with social media components.
"It's tough to talk to consumers about banks at the moment, and it's particularly tough to talk to students," explains Wayne Pick, executive creative director at Rapp New Zealand. "What we did have was a great insight: while students don't care about banking, they certainly do care about having no money. GettingUthru was a place where they could find money saving videos and survival tips, set budgets, search for jobs and find deals to help get them through.”
GettingUthru.com allows students to upload their own economic survival tips as both text and videos, in place of ANZ doling out traditional financial advice that often goes unheeded among students. By the end of orientation week, over 7,000 students had opened an account, which as a 10% increase year-over-year.
“Instead of a bank doing all the talking and advising, students began to talk to the bank and dishing out advice of their own,” Pick says. “And after that, without any incentives, record numbers went on and opened accounts.”
Executive Creative Director, RAPP New Zealand
Associate Creative Director; RAPP New Zealand
Senior Copywriter; RAPP New Zealand
Senior Designer; RAPP New Zealand
Creative Director, Tribal DDB New Zealand
Production Manager; RAPP New Zealand
Marcel De Ruiter
Client Services Director; RAPP New Zealand
Senior Account Manager; RAPP New Zealand
Account Manager, RAPP New Zealand
Account Director, Tribal DDB New Zealand
Communications Managers, ANZ Bank.
James Perrin and Kim Versfeld