With nearly 60 percent of home loan customers re-fixing their mortgage this year, ANZ and TBWA\NZ have launched a unique new home loan proposition and a campaign to answer the question on everyone’s mind – Should I Stay, or Should I Go?
The campaign licenses the iconic song and recording from The Clash to pose the question to all New Zealanders with a home loan – should I stay with my current bank? Or should I go and see if I could get better value at ANZ?
ANZ has a team of 1,000 home loan experts to help them make the call. ANZ’s Home Loan coaches are available to provide a free 15-minute Home Loan Check-In for anyone with a mortgage, no matter who they bank with. ANZ is so confident the check-in will add value, they are offering $50 to anyone who completes it. ANZ has also, importantly, committed to a price promise – matching the best fixed rate advertised by any major bank in New Zealand.
The campaign features a bold, graphic animation style and the famous song from The Clash in TV, radio, OOH, YouTube, social, street posters, press, digital display and ANZ branches around the country. If the colours in the creative look familiar, that’s because they are – the campaign references the colours of other major banks to grab the attention of their customers and prompt them to consider if they might get better value at ANZ.
TBWA\NZ chief creative officer Shane Bradnick said: “We liked the simple idea of ANZ being confident to say the thing everyone was thinking. We worked together to develop a strong proposition with the Check-In and rate guarantee that could back it up. Saying it with a punk rock track and a few cheeky ads from ANZ just helped make sure people heard us.”
Matthew Pickering, ANZ general manager of marketing said: “We know everyone with a mortgage is feeling the pressure right now, so we wanted to make sure we were doing something meaningful to help customers understand their options and deliver great value. It all starts with a conversation, so our new Home Loan Check In is here to help. Irrespective of who you bank with and even if you don’t make the switch, you’ll get $50 for a chat, and you can be more confident you’re getting the best value possible with your home loan.”
From day one of launch, ANZ has seen a great response from customers and the ANZ team is enjoying completing the Check-Ins with New Zealand homeowners wondering whether they should stay with their bank or go to ANZ.