Challenge
ANZ identified a market niche that allowed them to target a new and maturing consumer segment. A new brand name and identity was required.

Creative Strategy
The development of a brand that connects with confident consumers while simultaneously conveying a sense of substance and surety.

Creative Idea
Go direct and save.

The ROI
The brand has attracted 'savvy' investors looking for a very good deal and 'value seekers' who are happy with the rate and service. The niche brand has become ANZ's fastest growing new bank product.