Brief: Develop a tennis sponsorship campaign, to shift brand perception and increase non-customer purchase intent across seven countries, multiple languages, cultures and fans.

Insight: What united the bank with the broad target audience was a proactive, ‘entrepreneurial mindset’. People who create opportunities, playing the game (life) their way and succeeding.

Despite signing #1 player, Novak Djokovic, we daringly turned the camera the other way, onto everyday people.

Three 2-minute films launched on ANZ’s social and digital channels. A six week Asia-Pacific media program supported the campaign across seven countries, including TV, digital, outdoor, transit, retail, PR & radio.

Novak's celebrity drove instant recognition and social media reach, fronting major above-the-line creative and spawning a regional social media charity campaign #rallyforgood.

Results: ANZ hit 85% positive brand sentiment (unheard of for a bank), and Personal Loan purchase intent for non-customers aware of the campaign jumped 251%.

The use of the world’s #1 tennis player was our initial hook to grab the attention of fans right across the region. His universal appeal ensued that we quickly grabbed the attention of a very diverse audience across seven countries and various cultural backgrounds.

A single minded creative idea “Those who create opportunity, succeed” was then brought to life through real stories, of real people. By telling our stories through our audiences shared passion for tennis, we ensured this attention was maintained and allowed us the opportunity to land the clients’ brand message.

Key Result: Non-customers aware of ANZ’s Tennis Sponsorship recorded 250% higher purchase intent for ANZ Personal Loans (and averaged 173% higher across all banking products) Source: Ipsos Report 04.03.2015.

Content:

• 10% year-on-year increase in video completions

• 300% year-on-year increase in digital reach and impressions (10 times higher than ANZ norm)

• 800% year-on-year increase in social media reach

• >1 million views

Social:

• #yourgameyourway trended during the men’s final (rare for a sponsor during a global sporting event)

• #yourgameyourway generated 10% organic reach (5 times industry standard)

• >5% engagement across Facebook and Twitter (10 times ANZ benchmark)

• 85% positive sentiment across social media (uncommon for the banking sector, typically consumer ‘punching bags’ online)

TV:

• 496% ROI above $ investment ($12M value from $2M spend)

• 58 pieces of content integrated via the official Australian broadcaster – 3 times 2014 results

Sponsorship:

• ANZ scored #1 unprompted sponsor recall - 25% above the bigger-spending Naming Rights Partner - KIA - in #2)

• Of Novak Djokovic’s brand partnerships, ANZ scored highest recall at 33% (beating out all his longer term sponsors including Seiko and Adidas (who ranked #2 with just 15%)