Description:

Colour has always been one of the key ways for competing brands to carve up a market. With this campaign, ANZ bank used the competition’s colours against them, to win more market share.

At a time when most homeowners were facing a mortgage shock, and considering their options, we asked the question on everyone’s mind.

Should I stay or should I go?

The idea behind this work embraced a punk rock classic to start a timely conversation about home loans.

Our design didn’t just embrace the song’s message, but also its punk attitude.

And for the first time, ANZ openly called out the other banks – using their colours to do it.

By using Westpac's red, Kiwibank’s green & ASB’s yellow colours, we were suddenly speaking to their customers. And with a bold visual device, we opened the door to welcome those customers into the blue ANZ is known for.

In a landscape where every brand was confined to its own walled gardens, this rule-breaking, colour-stealing work stood out on multiple channels, from press, to billboard to moving image on television and online.

Our message was underpinned by a commitment from ANZ to help Kiwi homeowners make the best call in home loans, with a new offering – the ANZ Home Loan Check-In. It’s a free service where any homeowner can speak to an ANZ expert about their loan arrangement. If they need to refinance, ANZ will offer the best fixed rate advertised by any major bank – red, green, yellow or blue.

Just weeks into launch, ANZ has already completed over 10,000 Home Loan Check Ins with new and existing customers.

Early results indicate this bold use of colour is leading to the most effective home loan campaign in ANZ history.

Showing just how powerful clever use of colour can be.