ANZ launches new ‘Simpler Home Loans’ campaign with exaggerated ads via Special – Campaign Brief


ANZ today launched its ‘Simpler Home Loans’ campaign via Special, announcing to all Australians its new package-free offer.

The campaign is the next attempt by ANZ staff member “Pete” to do ads for ANZ, this time using comically familiar advertising tropes in fashion-style over-the-top commercials – the over-the-top storylines and most advancements often seen on screen – all to really land the point that ANZ’s new home loan offerings are actually incredibly simple.

Luana Hughes, Head of Home Loan Marketing at ANZ, said: “ANZ is the first major bank to move away from bundled home loan offers, which customers can find difficult to understand and assess. Customers no longer need to take out a home loan package and pay an annual package fee to access interest rate reductions. So not only do we have a flagship product, but we have the publicity to go with it. We are delighted with the result, as it will not only stand out in the category, but it will also remain consistent with ANZ’s playful tone of voice and build on our new branded work ‘For Financial Wellbeings’.

Says Tom Martin, CCO and partner of Special: “A man looks at a deer and then floats through the air in his bedroom… Advertising itself sometimes tends to get a little too convoluted and complex for its own good, so beware against this seemed like the perfect way to point out that ANZ Home Loans has now taken a much more streamlined approach with their offering.

According to Rebecca Stambanis, Strategic Partner at Special, “Taking out a home loan is a massive financial decision, but it doesn’t have to be complicated. For too long Australians have been overwhelmed by home loan offers full of ambiguity, asterisks and unwanted extras. So when it came to communicating ANZ’s new simplified approach, we were thrilled to have fun and celebrate the pure essence of simplicity led by our own brand character, Pete.

The campaign will come to life across television, billboards, social media and digital.

Client: ANZ
CMO: Sweta Mehra
Head of Brand Strategy and Marketing: Kjetil Undhjem
Mortgage Marketing Manager: Luana Hughes
Campaign Manager: Dean Lisina
Project Marketing Manager: Gary Burch
Marketing Journey Expert (Digital): Ayesha Mullan
Marketing Journey Expert: Felicity Reddy
Marketing journey expert: Annie Vu
Content Expert: Hannah Sutton
Head of the marketing chapter: Ivana Pappalardo
Marketing Journey Expert: Jess Boehm

Creative Agency: Australia Special Group
CEO and Partners: Lindsey Evans and Cade Heyde
CCO and partners: Julian Schreiber and Tom Martin
Strategic Partner: Rebecca Stambanis
Strategist: Jack Gilbert
Creative Directors: Nils Eberhardt, Simon Gibson, Matt McCarron
Creations: Shaun McFarlane, Janice Ko
Design Director: Keir Vaughan,
Designer: Maggie Webster
Finished Artist: Jen Bailey
Managing Director: Paige Prettyman
Commercial Director: Emma Salmon
CEO: Ben Deville
Production Manager/EP: Sevda Cemo
Main producer: Alyce Guy
Photo Producer: Glen McLeod
Digital Producer: Shiv Prabhavalkar

Production Company: FINCH Company
Director: The Bobbsey Twins
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Alexandra Taussig
Director of photography: Jeremy Rouse
Post-production house: the publishers
Offline Editor: Jack Hutchings
Colorist: Matt Fezz
Online editor: Stuart Cadzow

House of sound: Rumble Studios
Music and his EP: Michael Gie
Composer: Jeremy Richmond
Sound Designer: Cameron Milne

Photographer: Andreas Smetana
Production Company: Flint
Retouching: Cream Studios

Media Agency: PHD
Group Commercial Director: Jordan Smith
Commercial Director: Lizzy O’Connor
Planning Directors: Natalie O’Hanlon, Georgina Debenham
Chief Strategy Officer: Brendan Dodd
Chief Investment Officer: Kaitlin Despott
Digital Manager: Anastassia Choutova
Activation Manager: Jason Cheung
Investment Manager: Kim Stockdale
Account Managers: Brandon Rice, Isabelle Barton

PR Agency: Thrive PR
Managing Director: Leilani Abels
Asia-Pacific Managing Director: Kelly Stambanis
Group Account Directors: Elisabeth Corcoran and Victoria Fruean

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