We integrated our message into tourists’ holidays by infiltrating some of their happiest moments. We took photos of the ANZ Foreign Exchange and left them with photo labs across the region. When tourists got their photos developed, they found our photos slipped in with their own, as if the ANZ Foreign Exchange was “Your new favourite holiday spot”.

The Pacific Islands have a very unique cultural and social structure. Communities revolve around social functions, family, church and feasting. So word of mouth remains one of the strongest mediums to amplify our message. Our creative execution used a relevant touch-point to leverage the unique social structure of the Pacific Islands, building our campaign through word of mouth.

Positive feedback was huge. ANZ’s Foreign Exchange has been able to maintain the same level of activity compared with the same time last year, despite the global financial crisis and a major downturn in tourist numbers. And has established itself as the #1 foreign exchange service in the region.No. of visitors to the PC and mobile websites: 128.5% Sales at LUMINE EST Store: 107.9% *Both are year-on-year changes from 2007 to 2008.