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This entry was posted in FRANk Crew, Tamir, brand, communication, marketing communications and tagged anz, brand, communication, marketing communications. Bookmark the permalink.
ANZ ad makes ANZ feel just like "a bank"
The new ad for ANZ is starting by showing us “a bank” that is very good at ignoring their clients. I really like the lady actress there – she’s so good you’d think she’s working at your branch! The script is so clever, so bizarre and almost too real. Then, in the last five seconds, the ad becomes somewhat like science fiction. It shows us the ANZ way – a guy/girl (they switch depending on customer’s sex) is welcoming the customer to the branch with a smile and the tag-line “we live in your world”. Wow, I’ve been a client of ANZ for the last seven years and NEVER was I greeted by anyone there. The result? the ad leaves you with the bitter taste of “no truth in advertising” while reminding you that “living in your world” means treating you the same but with a new logo.
But the ad isn’t the only thing broken. It’s the brand communication strategy that needs fixing. If you’re going to claim to be “living in my world” why don’t you have something about it on your website? in branches? How about having a real person helping people out on twitter?
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For me the thing about this ad is the proportion of time spent with the negative lady…approx 85% which is then followed by incredible portrayal of customer-centric bank experience. All i bother to recall is angry bank person and ANZ branding…what a waste. “Carpet bombing” won’t work here…see slide 3 http://www.slideshare.net/charleneli/understand-your-customers-social-behaviors
This is a short test.